I've always believed that Media Buying should be one part Art and one part Science. The Science piece relates mostly to the application of data and research to target a customer. It is also very focused on driving cost efficiency. The Art side of the equation has more to do with creative solutions and environment selection. It is more concerned with creating impact. Importantly, it also relies on "gut" decisions.
Enjoying This Commentary? There's More to Love
Subscribe to MediaVillage to receive email alerts featuring the latest content on advertising, media/TV, and marketing strategies and trends, including exclusive The Myers Report research findings.