Bob Wootton: My practical guide to getting the most out of media spend

You might think marketers know exactly how to manage their media buying, but many make basic mistakes that a little inside knowledge could prevent. So here’s a practical guide for advertisers seeking to get the best out of what is usually their biggest investment. The things an advertiser needs to do fall into three stages.
1. The setup
First, you need to decide what you want. Obvious? Well, it might surprise you to know that many advertisers aren’t quite sure. In seeking to cover m