How To Plan Campaigns

The marketing communication mix is changing: it is becoming more complex, and (somewhat) more sophisticated. Much of this is predicated on developments covered later in this magazine (and, indeed, on considerations already examined this is a holistic publication, naturally), but here we take an overview of some of the factors that will need to be taken into account in tomorrow's campaign planning.

Central to today's and tomorrow's thinking about marketing communications is the recognition that consumers have a wide variety of touchpoints at which they come into contact with a brand message or a brand experience. It is understanding the range of these communication opportunities, and their individual significance for the development of the consumerbrand relationship, that is key to the successful development of cost-effective, successful campaigns.