Q Read the quote by Bill Price below and compare this information to the statement made regarding copywriting during our last week's discussion. Bill Price (a former Bearcat), cofounder of Empower Media Marketing in Cincinnati, said "Media importance has flip-flopped with creative. In the heydays of the 60s, 70s, 80s, marketers and their agencies had a priority to first develop potent copy. They then chose the best media (television was usually the number-one choice) for mass message delivery. Today's marketers dig much deeper to understand their consumer then find the most effective media channels (e.g., word of mouth, Facebook) that create one-on-one dialogues WITH their customers. Media selection is the new creative challenge - the top priority" (p. 114, Thorson and Duffy, 2011). FYI - the plural of medium is media, not mediums. Thorson, E., & Duffy, M. (2011). Advertising Age: The Principles of Advertising and Marketing Communication at Work. Mason, OH: South-Western, Cengage Learning.