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Article: Too Soon to Give Up on Old Media; Successful Plan Must Include Wide Reach of Mass Media Plus New Players.(Media&Tech)
- Article from:
- TelevisionWeek
- Article date:
- June 18, 2007
- Author:
CopyrightCOPYRIGHT 2007 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Adam Armbruster
Special to TelevisionWeek
I remember my grandfather teaching me an important lesson about business presentations. He said when he was in a room full of very smart people, all of whom were pitching him a big new idea, if he was the only one who did not understand the idea, he knew he was about to get fleeced. Only he didn't use the word "fleeced.''
I thought about this comment recently when I was being pitched by an interactive agency on its "Total Media Solution'' plan for a large auto retailer that did not include any mass electronic media. It had all of the supposed digital answers for us, but it could not point to a ...