White Paper: A Primer about Evolving Media Channels October 2010

About This Report

Media choice continues to expand at the same time that many companies' marketing and media budgets remain flat—at best—and competition increases for consumer dollars. As a result, a majority of companies charge their advertising agencies to spend their ad dollars more prudently than in the past. A number of advertising agencies have added (media) channel planners to their strategic team, among other efforts to meet this directive. Channel planners determine which media should be in a media plan, but they may or may not determine how to allocate a company's advertising budget. The bottom line, however, is that the best strategic plan, channel plan, or presence of a large marketing budget does not guarantee that advertising will work unless the target consumer is front and center throughout the process.