Media must balance. This helps regulate clutter.
Six major networks, 60-70 cable networks, 73,898 radio stations, 1500 daily newspapers, 550000 outdoor locations, etc., etc., etc. What does this mean? Marketers can no longer reach 90% of the population by playing a commercial on the big 3 networks simultaneously. Consumers have more choices, consumers are in control.
Collaboration between strategy and media is essential. It is the job of the agency to manifest the objectives by way of creative and strategic execution.
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