Business Standard, India´s executive business newspaper, published an article introducing the contents of our book "The Dentsu Way" along with the interview with our Senior Vice President Yuzuru Kato on April 11th 2011.
Titled as "Media Mix vs Cross Communication", the article analyzes and explains the Cross Communication approach with its focus on the four elements which occupy the core part of Cross Communication planning.
Looking at the article closely, the newspaper introduced the following four key points as Dentsu´s sophisticated new Cross Communication strategy:
- Target and Media Insight
- Breadth and Depth
- Contact Point Planning
Please click the following URL to read the full article:
Business Standard ; Media Mix vs Cross Communication