The history of advertising parallels the history of competition. We advertise, market, fund raise to gain attention in order to promote our product. It's really that simple -- the more people that hear about our product, service or mission, the more will come alongside.
What is confusing the market today (and it has been confused before) is the complexity of channels. Intuitively we believe that integration will optimize results, but we have not yet truly realized the advantage of integration between brand and direct.
It's easier for a campaign. TV drives to web or phone... but how about web driving to TV? Or radio to print? Or radio and web to TV and print?
Ultimately our budgets prevent solid integration -- we simply can't afford to use all channels.
So we need to choose the channels that serve us best.
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