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...