Planning and Evaluating Cross–Media Programmes

Rishad Tobaccowala and Christian Kugel

`Holistic' media planning, across several media, has become essential, as technological developments have increased consumers' choice and control of their exposure.

Planning and Evaluating Cross-media Programmes

The five key stages of cross-media planning, using case studies as examples

Rishad Tobaccowala and Christian KugelStarcom

Holistic and integrated media planning has been considered important for over a decade. Few people actually executed such programmes, but no one contested that such a plan was an ideal worth aspiring to.

Many realities prevented such planning from happening, including the rise of buying Agency of Records (AORE) by particular medium, which made co-ordination difficult, the lack of appropriate tools to plan and measure, and conventional emphasis of evaluating plans on inputs (primarily low...

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