The False Divide Between Digital vs. Traditional Media
Category: BUSINESS
This post argues two basic points.  First, and contrary to conventional "digital eco-system" thinking, both traditional and new media are useful at each stage.   And, second, the decision making process -- and media needed to stimulate behavior change -- depends on category type.
By Tom Doctoroff, ContributorBrand advocate, corporate leader, Chinese consumer expert, 2015-12-06