Different media channels deliver differing Return on Marketing Investment (ROMI). For example, TV may be more effective and radio may be more efficient. It doesn’t mean one is better than the other. Shifting all your budget into one channel would not give you the best results. The wise thing to do is to use different media channels to match your short term and long-term objectives, review and revise as you analyse the results. It’s a messy but essential process that let’s you have your cake and eat it too.
Should you use media based on efficiency?
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