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The persistent gap in integrated media planning
19 March 2009
iMedia Connection
Picture this: Lauren (a fictional 20-something who loves the gym, running, and yoga) is standing at the bus stop waiting for her bus. Meanwhile, across town, Brand A, a top-of-the-line women's sporting goods line, is brainstorming about how to best target the Laurens of the world.
Media planning and buying is about reaching your target consumer with a relevant and consistent message at a time when they are most likely to pay attention to or interact with your brand. Such interactions could occur anywhere.
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Posted on Mar 20, 2009 - 03:56 AM
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