Why the medium and the message matter equally

Very interesting story (first found thanks to Brand New): MediaGuardian.co.uk | Media | Advertising: Why the medium and the message matter equally
What we do at Tagora to handle this is using our channel mapping tool in the early stages of the briefing. This tool is based on CIM and gives us the media preferences of all socio-demographic segments. Based on that we have a view on what media we need to include in the plan for the specific segment we want to target. It is only after this stage that we brief the creative team. The advantage is that we give the creative team a framework within which they can work. Once the project is approved we include the mediaplanners to detail the media plan as the channel mapping tool only gives us the channel not which newspaper or which magazine we need to choose.

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