A Vision of Media Planning in 2010

In this article, Ira Carlin, chairman of MAGNA Global Worldwide, offers a view of how media planning will look in 2010.

A Vision of Media Planning in 2010

Ira CarlinMAGNA Global Worldwide

In order to have a sense about where media planning is going, one must first have a contextual understanding of where it has been and the place it is currently.

Media planning has always reflected the then contemporary view of advertising and how advertising works. For decades this view was a supply-chain-oriented “understanding” that the basic input and output model of the human mind was sequential in nature. Media came into consciousness, had an impact, and then was replaced by another message input. Given enough messages (and media...

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