“We are still in the early stages of this new [media] era”- Joe Ayache
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Joe Ayache Managing director, Impact BBDO E Where does Lebanon stand today in terms of developing new media outlets? ‘New advertising’ services refer to media outlets outside the basic vehicles that we know, such as television, radio, print, outdoor etc. The new approach today is that, when you have done your basics, as a communicator you will find yourself compelled to tread new avenues in order to further maximize audience reach. For that we are talking about ‘touchpoints’ with the target audience. These touchpoints vary with the attitudes and behaviors of consumers. There is, therefore, not one given solution. The error would be to stereotype once again and replicate what has been done in the basic media. To some people, direct marketing is the answer, for others product experience works better, while to others digital marketing solutions are key. In Lebanon, we are still in the early stages of this
