Channel planning out-of-home: Moving target
Evaluating how a multi-channel strategy will perform is a bit like predicting the outcome of a chess game, but there are methods to aid the measurement process
Twenty years ago, world chess champion Anatoly Karpov, who was generally recognised as the best tournament player in the game's history and a pillar of Soviet sport, visited Glasgow. Dodging the ‘attractions’ of an industrial town in recession, he got straight down to business and took on a dozen of Scotland's top chess players in simultaneous games.
One of these challengers was my older...