• by Joe Mandese  @mp_joemandese, June 16, 2010

Michael Wolff is a smart guy, but now he's lecturing Shive Singh on the correct meaning of planning and buying online media.

Singh just said that its fundamentally all about buying and audience that can develop a "deeper relationship" with a brand.

Wolff corrected him, saying that Singh is "missing the point" if he's just looking at the value of the audience.

"It doesn't come down to the audience," Wolff said. "It comes down to moving the merchandise."

We'll see who gets the last laugh re. this debate when Singh moves over to Pepsi  at the end of this month.

Wolff