Mash-up marketing: a winning media formula

Consumer-centred, holistic media planning is essential in today's market conditions. The growth of digital and other channels has led to erosion of the influence of mass-media advertising, which now accounts for only 20% of total brand experience.

Mash-up marketing: a winning media formula

Frank Harrison

Brand managers, like consumers, have a bewildering array of options these days when choosing how to spend their budgets. Options include experiential marketing, buzz marketing, customer relationship...

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