4

Interconnection:

Traditional Media Revelation

As you saw in the previous chapter, we took the top 20 traditional media marketing tools (campaigns) we use to generate sales, which increase revenues. We’ve all seen them before, nothing new here. In the previous chapter, just by arranging your traditional marketing tools in a two dimensional diagram, this Safko Wheel allowed you to begin seeing relationships between and among campaigns, such as their ability to carry the same message or theme in ways that are symbiotic.

For example, a billboard introduces a new product and creates some brand awareness. Radio increases that awareness and adds customer ...

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