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Media selection is one of the most critical components of a successful advertising campaign. In the real world, media selection, evaluation, and negotiation is no place for head-in the-clouds creatives. This is hard work, best left to hard-nosed business-minded people.
For best impact, CL&B takes a rational, scientific approach to media planning, allowing hard numbers to dictate selection and frequency. In addition, media campaigns will not necessarily carry over borders successfully. This is another reason we apply a studied methodology to our media selection, always aware of our clients' careful investment. |
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