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Best Practices Advice for Your Next Multimedia Brand Campaign
Today, there are so many choices to make when crafting an integrated marketing campaign, not only in terms of media venues but also the types of engagements that will work best to accomplish a brand’s objectives. This white paper covers general principles that we’ve developed on the basis of having measured billions of dollars’ worth of advertising and IMC campaigns over the past fifty years, but most importantly having observed and quantified how changes in the advertising world and consumer behavior have affected the way that campaigns work.