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Let’s go below (the line)

January 23, 2006 at 8:55 by Martina Comments

ClickZ reports more and more marketing budgets are moved from mass media to targeted, direct response media such as interactive marketing. A new study by Winterberry Group found out that media budgets are changing following the evolution of consumers’ interests and media usage.
The more integrated the consumer gets, the more integrated the brand needs to become. Also, the media fragmentation makes it more and more difficult to effectively deliver a “mass” message, so brands have no other logic choice than going interactive.

One Response to Let’s go below (the line)

  1. marco says:

    Where can I get examples of below the line? Thanks

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