A Shift from Media Planning to Communications Planning

Antony Young

Chapter Chapter 3 in Brand Media Strategy, 2014, pp 31-43 from Palgrave Macmillan

Abstract: Abstract People often ask me, “What is the difference between media planning and communications planning?” My response is that media planning is focused on reaching as many of the right audience in the right place at the right time and at the right cost as possible, whereas communications planning is less about reaching people than influencing them.

Keywords: Communication Planner; Communication Planning; Media Channel; Touch Point; Super Bowl (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-44771-5_4

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DOI: 10.1057/9781137447715_4

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