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Issue Date: September 2004

Making sense of the clutter

1 September 2004

The reason the Loerie advertising awards has been transformed into a three-day festival which showcases marketing and related disciplines, such as sponsorship, direct marketing, and now includes awards for below-the-line, as well as above-the-line campaigns, is due to the proliferation of media options available to advertisers these days. Yes, the mainstream media - TV, radio, print - will always be first to mind, but it is often the smaller, more inexpensive and direct experiential marketing options that are working for the myriad of SMMEs or SMEs competing in the marketplace. The point is, if you are a smaller company, which needs to advertise beyond your local knock and drop, consider an innovative marketing agency to put an effective, affordable, direct multimedia campaign together for you to reach your target audience. They shone at the Loeries.
Louise Marsland

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