It might be an inevitable by-product of the process of maturing, but I am becoming irritated, and also concerned, by the nonsensical debate about which is the best in media terms for effective marketing.
The obvious problem is that the elements in the media mix used — with social media, traditional media, PR and advertising as the reference elements for the basis of this discussion — to build and entrench a brand’s reputation in the market, should never be seen in isolation. For example, an editorial piece can be circulated on social media platforms, while promotions driven through social media channels and the brand’s website can be cross-referenced in editorial and PR.
As with the previous analogy about farming, asking the driver to choose between these four elements is patently ridiculous.
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