Australian media is becoming increasingly fragmented, making it more expensive to reach a broad section of the population through your advertising. Greg Allardice from Media Futures tells Phil Dobbie why this makes it more important than ever to target your marketing carefully. He describes good media planning as an art form and suggests a good schedule should always precede the development of the advertising creative.
Click on "Play" above to hear the podcast.
Add your thoughts and comments by clicking "Participate" at the bottom of this post.