Media experts discuss 'magic of the message'

Perry, David
December 2006
Furniture/Today;12/11/2006, Vol. 31 Issue 14, p22
Trade Publication
The article presents discussions on how retailers can navigate through a changing market by media experts Lance Hanish and Fred Yaffe at the Leadership Conference presentation titled "The Magic of the Message," in Naples, Florida. The two discussed strategies and advertising messages that have produced magical results. In his presentation, Yaffe stressed the importance of building the brand and selling the goods.


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