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How not to plan - Les Binet & Sarah Carter

Uncensored CMO

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The One Thing That I'd Like to Ask You About

Sally Kohn: Marketing is not black and white. Everything does a bit of both. A brown TV ad will have a slight activation effect for some people. But doing both at the same time is usually inefficient unless you've just got a tiny budget or that's all you can do. She says marketers need to start from indifference, then everything else goes wrong. "If you get that start point right, then everything flows from that"

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