Marketers are clueless about media effectiveness

Marketers are clueless about media effectiveness

This is a fantastic article. I just have two comments on it:

1. • It is not only marketers, but a whole bunch of pseudo-marketers who go by "social media expert" and specializations like that.
   
2. • In all seriousness, I think that the article (and the research) completely undervalue the importance of the message. You can have a fantastic message on mediocre media and it will generate results. Or, you can have a crappy message on the best media in the world and it will not generate results.
   

For your convenience, I saved the article as a PDF here or go to the article here

ritson_-_marketers_are_clueless_about_media_effectiveness.pdf
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