Should a company’s media mix be different as the economy upturns?

STUART DAVIS: As the economy
upturns, you may find some relevancy in shifting your
marketing mix around. Oftentimes, we would look at
the marketing channels, especially the more expensive
channels, and immediately react by turning those
down a little bit. But it’s important to understand
that each channel interacts with the other. And so if you’re able to just
manage your campaign as a whole, and not just channel by
channel, then you’re going to maintain your footprint with
your client regardless of what media they’re interacting with.

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