Is media-neutral planning viable?

In this article Jane Asscher asserts that a media-neutral approach to planning should place the consumer at the heart of the issue, rather than being secondary to media selection.

Is Media-Neutral Planning Viable?

Jane Asscher23red

These days, it is virtually impossible to open a marketing journal without finding some reference to media-neutral planning. Its omnipresence is not without reason and the idea is not simply going to disappear. The validity of a media-neutral approach to campaign planning has become an irresistible, accepted fact. This is to be applauded and demonstrates an unusual maturity in our normally divided and mutually suspicious industry. Of course, if this maturity extended to the actual practice of campaign planning, this article would end here. But it doesn't, and I must continue.

Barriers...

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