Media Strategy in the Era of Accountability

Les Binet and Peter Field

This chapter examines the patterns of media and channel usage that promote campaign effectiveness, with particular attention paid to the role of television.

Marketing in the Era of Accountability: Identifying the marketing practices and metrics that truly increase profitability – Media Strategy

Les Binet, DDB Matrix & Peter Field, Marketing Consultant

Contents

  1. Executive Summary, Introduction, Conclusions...

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