The power of multi-messaging
Close to a kid marketer's heart, you'll find a silver bullet. This 'bullet' is the one message around which marketing strategy and brand development is based. It is the answer to that ultimate question: How do I best advertise my product to my audience? The problem is, a silver bullet is not the best answer in today's youth marketplace, where you're dealing with not one audience, but many.
July 1, 2002
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