Sep
27
Why Marketers Shouldn’t Always Blame the Media
Posted in: Uncategorized
BATAVIA, Ohio (AdAge.com) — Blaming the messenger, as opposed to the message, has a time-honored history, but perhaps nowhere more than in marketing, where blame or credit for campaign success has focused increasingly on media plans in recent years as marketers used increasingly sophisticated analytics. But in fact, creative can have a much bigger impact on effectiveness and sales than media.
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