Share Tweet Pocket Add to Bookmarks
You're reading: Digital Tonto: The problem with communications planning

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.

Exclusive article

Sign up or subscribe to view more articles.
See All Plans
$5.95
Monthly plan
Get unlimited article access, anytime, anywhere.

Subscribe
$60
Yearly plan
Access all the exclusive content on KyivPost.com and the complete online archive.
Subscribe
Advertisement

Add comment

Sorry, you must be logged in to post a comment.
Attention

Add a picture
Choose file
Add a quote
Attention

Are you sure you want to delete your comment?

Attention

Are you sure you want to delete all user's comments?

Attention

Are you sure you want to unapprove user's comment?

Attention

Are you sure you want to move to spam user's comment?

Attention

Are you sure you want to move to trash user's comment?

Spelling error report

The following text will be sent to our editors: