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Media-neutral planning may be a well-used phrase that has been echoing within the walls of marketing departments for several years, but it remains an extremely important ingredient in the implementation of successful campaigns.
Media-neutral planning has not lost its relevance, and ensures a brand touches consumers' lives in the most effective manner. This may sound like yet another marketing panacea and difficult to do, but it can be achieved if a campaign entails placing consumers at the centre of the planning...