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Fred Jacobs is President of Jacobs Media, a media research and consulting firm. Jacobs Media clients have included CBS Radio, Premiere Radio Networks, Citadel, Greater Media, MTV Networks, Playboy, Amazon, Electronic Arts, NPR, Sylvan Learning Centers, and Taubman Malls. Learn more about the company here.


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August 2011

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Chris Wallace

Great insights, and I couldn't agree with Ms Novitsky more; it's a fallacy to think of Social Media as an alternative to traditional marketing. You still have to have a well thought out campaign, and get your message out to the target audience through as many media outlets as possible. Social Media only works if you have people willing to talk about the brand, and often that only results from traditional marketing efforts.


Thanks for the comment, Chris. It's one thing to craft a cost-effective campaign. And a totally different thing to put together an EFFECTIVE campaign when you're banking it all on social media. The term "media mix" is often lost in the planning stage.

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