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