How to choose the right medium

This chapter of Best Practice looks at how planners navigate the maze of media channels available in today’s world.

best practice

How to choose the right medium

 
'The media are the message'
Marshall McLuhan (updated)

Marketing communication campaigns run in media. They appear in TV, press, outdoor, radio or any combination of these and the growing number of others that are available. Increasingly, marketers and media planners think in terms of 'channels', which include near or nonmedia such as word of mouth and viral marketing. 'Media', can include not simply advertising use of media, but PR, sponsorship, product placement, and so on. The differences between media and marketing disciplines are blurring, and this...

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