Using an elephant gun when all you need is a pea-shooter

There is an odd tendency to use broadcast media, i.e., TV, radio, OOH, etc., when a well conceived direct response campaign will get you where you need to be. Hey, I get it. The oxymoronically named “measured media” are sexier, more fun (sometimes…) and gross rating points are fun to accumulate. But if all you needed to do was add 500 new customers in southeastern states, you don’t need big (read: expensive) guns.

Endure more at:  https://www.crossbowgroup.com/dumb-and-ugly-edition/