TITLE

Shift the media-neutral concept up a few gears

AUTHOR(S)
Tindall, Steve
PUB. DATE
June 2002
SOURCE
Marketing Week (01419285);6/13/2002, Vol. 25 Issue 24, p16
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Focuses on the debate about channel-neutral-planning in advertising in Great Britain. Failure of the industry to advance the process; Reason of some agencies for shying away from the concept; Main barrier to successful channel-neutral-planning.
ACCESSION #
6867356

 

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