As we grapple daily with the mayhem of modern marketing it may be hard to believe, but once upon a time marketing was fairly simple.
If you covered the big three – print, radio, and television – you were in pretty good shape.
In those simpler times, we could carefully craft an annual marketing plan and then execute it with little to no adjustment. Campaigns were big, and they came out infrequently. Plans were equally big, and they changed very rarely.