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Nuances of Media Planning in New Media Age
Abstract
This chapter aims to highlight the premises of traditional media planning process, create cognizance about the challenges that media planner today faces. A brief overview of extant literature on media planning, new media, is discussed. The author discusses media planning approach needs to consider marketing funnel and communication plan in consideration while building media plans. Further the chapter suggests a few additional steps that media planners need to consider during their future media planning exercises, given the increasing complexities in media consumption space. The author has mapped each of the media planning stages with the marketing funnel stage to emphasize that media planning is not an independent activity but needs to be closely stitched with the overall marketing strategy. Finally, future research recommendations are suggested.
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