Greater Than the Sum of its Parts

By Curtis Tingle, CMO, Valassis
Published Tuesday, Mar 8, 2016



Greater Than the Sum of its Parts

As marketers, we’ve all heard about the need for an integrated approach when it comes to planning an advertising campaign — media is fragmented, consumers are distracted and multi-tasking – but have you truly considered what’s driving the “whys” behind the need for a more holistic view? What does this mean for connecting with the consumer? 

Although a campaign can span a wide range of advertising channels, I am focusing specifically on print and digital “activation” media, their impact on consumer usage, preference, influence and response. 

Read more at: http://thedma.org/blog/data-driven-marketing/greater-than-the-sum-of-its-parts/