Selecting the right mix

Whenever your are about to create and launch a campaign you should understand the environment you want to compete in. Whether your product is a FMCG (massive) or a niche, it’s for-women-only or for-men-only; if it may only be purchased at certain retail (such as pharmaceutical or fashion) or has a lot of the legal restrictions to do advertising.

This definition enables you to select the correct media mix for your campaign.