According to McKinsey & Company, “You may think brand success is all about the media budget but it isn’t. Message beats media.” (Marketing Performance: How Marketers Drive Profitable Growth, Bauer, T et al, 2016).
McKinsey believes “what you say is more important than where you say it.” If you accept such a premise, then you would be expecting that at least as much science goes into advertising content decisions as the media placement decision. You would
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