In class, we used the time to write up what he said, as he puts it very well and uses medium-specific vocabulary (you should pick it up). Under what he says, add this image from the FDA Handbook 2019, under which you should comment on the uplift of spend on digital (nearer 15% now) as compared to traditional (news, radio, TV).
After watching Chris Besseling, we listened to Kezia Williams point out that there is huge overlap between traditional and online marketing, as any publicity event has an afterlife when it is picked up online, and starts trending on Twitter or being shared on other social media.
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