BrandToMedia Consonance Assessments
A way to optimize media selection
Manuel GutierriezKohler Co. andRobert Passikoff Brand Keys, Inc.
Media: More Unlimited Than Ever
In recent years, a truism within the media planning community is that the job of the media planner is now more difficult now than ever before. Among the reasons advanced for this situation:
- Today's global 'media ecology' is highly cluttered. Designing the most effective media plan is, therefore, more complex and prone to error and omission than ever before.
- The...