I often hear that the cornerstone of media planning – the principle that underpins the entire media galaxy and its delusional targeting imperative – is that there is no point in selling fishing gear to people who don’t fish.
Well, gee, thanks. You don’t need to ask an ad professional to tell you this.
But if you do bother to ask an ad professional – and if you let that ad professional do their job properly – they will tell you that there is, in fact, a very good point in doing exactly that. And that point is growth.
I once bought what is referred to as a Brando jacket. Yeah, it was a long time ago and, no, I didn’t buy it simply because it was just a leather jacket w
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