By John Camilleri

There are many ingredients that contribute to a successful media plan. Looking at a cross section of plans we’ve worked on over the years, here are a few key factors that time and again contribute to success.

Fish where the Fish are

It is indeed a rare product or service that has flat sales across the US’s 210 TV DMAs. Distribution, pricing and competition are a few reasons why some markets deliver a much higher rate of return than others. Look to focus...