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The battle of traditional versus new media in emerging African markets
As marketers look at the diverse markets of Africa they undoubtedly see endless opportunities for their products and services. But getting their brands to impact and motivate consumer choice has become more and more difficult in the extremely fragmented and rapidly evolving media scene that is typical of the region.
Media mix
The sometimes confounding number of possible media mixes creates misgivings among marketers as to what is the right choice of media for their brand. Nowhere is there more confusion than in the minds of media planners. They are faced with the difficult task of choosing the best mix of traditional media (TV, radio, print and outdoor) and the emerging new media channels (Internet, word of mouth and mobile) on behalf of clients and their brands
