How should advertisers and agencies approach media selection in this environment of media mayhem?
Tobaccowala: I would say that the way you allocate media should be and continues to be based on three sets of thinking – and I don’t think those three sets of thinking are any different than they were 20 years ago. Those are – how are people relating to and utilizing media; what media support matches or can expand an idea; and how impactful with driving results are each of the media or combination of media. A lot of people are making [the mistake that] to use new media, they have to throw out the rules of how media gets done. What is true is they have to look beyond [the] media they currently utilize. MIC: Is there still a place for traditional media in this environment and are they still effective? Tobaccowala: I believe old media will always be around because all old electronic media will become digital and so will morph themselves into new media without doing anything. To a great extent, we also believe that things like television will be more important in the future than it is toda
