oa Journal of Marketing - The secret diary of Donald Liphoko : 5 strong voices

Volume 2009, Issue 02
  • ISSN : 1811-9565



The MediaShop immediately adopted defensive strategies - optimising ad sizes, off-rate card negotiations, ad wear out analysis, and benchmarking minimum exposure thresholds - all the tricks in defence of ROI. Our plans were embedding direct and online marketing techniques to close the sale, as opposed to building awareness.

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