How to use TV effectively in the media mix

This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.

Jump to: Definitions | Where to start | Essentials | TV and other media | Checklist | Case studies | Further reading

It is sometimes argued that in today’s fragmented media world a TV spot should no longer be the default starting point of an ad campaign. This is a strange argument because it isn’t clear that it ever has been or ever should have been.&nb

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