The new media communications model: a progress report

Nick Manning

In this newly digitised media world there is an Aladdin's cave of communications options available to advertisers and their agencies. For example, there are over 400 commercial TV channels to choose from, with the majority offering spot advertising, sponsorship, interactivity and advertiser-funded programming.

Then add in the fundamentals of spot length, channel mix, weight of ratings, flighting, regionality, and the variables of buying strategy (dayparts, day-of-week etc.) and the range of planning options is staggering.

That's just TV. If the internet, say, is then added to the mix, the planner potentially has thousands of websites to evaluate, with additional choices to make in display, search, aggregators and affiliates, content and social networking opportunities.