However, it seems clear that communications planning, as practiced, has focused mainly on targeting consumers and very little on communication. That’s quite an oversight.
In order to fully understand today’s communication environment, marketers need to rediscover media in it’s entirety and go beyond just what shows up in research databases. The transformation will mean a return to old skills long discarded.
If you work at an agency or a major marketer, you might think you know about media, but you probably don’t. Media, after all, is not a GRP. It is also not an ad ad page or a banner. Neither is it a target group or one of the “good bubbles” in a cluster analysis.