TITLE

Media experts discuss 'magic of the message'

AUTHOR(S)
Perry, David
PUB. DATE
December 2006
SOURCE
Furniture/Today;12/11/2006, Vol. 31 Issue 14, p22
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
23403225

 

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