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September 28, 2012


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Joe Smith

It is very clear that you have NEVER worked in any form or advertising or paid communication. Every advertiser (or at least their agency) knows that without the right message, the volume of communication is irrelevant. Volume, in fact, does matter. But what is really important is the right message that has been tested for effectiveness and is targeted with the most appropriate media buy to achieve optimal reach and frequency.

Katie Delahaye Paine

Actually, I have run multi-million dollar integrated corporate communications programs. And yes, of course, the message matters, but so does the media. And my point was that simply saturating the air waves with ads that no one watches will prove less effective than targeted use of social media.

Joe Smith

You make me laugh. What programs have you actually run? None that anyone has ever heard of!

What is your evidence that social media will prove to be more effective than traditional broadcast? You make a bold statement with no substance to support it.

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