01 March 2012
Lawrance: Choosing your medium
(BRW, 1 March 2012)
Creating a beautiful campaign aimed at women aged between 25 and 40 is pointless if it is published in content that has a mainly male audience. Placement is key.
"You can spend as much time as you like creating a fancy ad but if it's not reaching your target consumers it won't matter," RMIT lecturer Peter Lawrance says.
Note: this is an extract only, not the full article.