Chapter Overview
Today’s marketers use a wide range of media to get their messages out to their audiences. But, for some, this cornucopia of choices is a curse rather than a blessing. The key, once again, is remembering that all of these media tactics are tools, not strategies. And their greatest strength is that they can be connected. That allows marketers to organize all these media choices into campaigns that advance the sale.
Media
In 1964, Marshall McLuhan famously proclaimed that the medium was the message. He recognized that books and magazines are fundamentally different from broadcast TV or radio. And live theater was something else yet again.
Electronic media represent yet another significant milestone ...
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