Better media planning for integrated communication

Dr Gerhard Franz

Media planning tools are lagging behind the demand for integrated communication, as no cross-planning tool is available, and no studies are available to support the strategic decision which part of the budget should be invested in different media categories.

Better Media Planning for Integrated Communication

Gerhard Franz, MM&K Research & Consulting, argues that media planning tools are lagging behind the demand for integrated communication

Integrated communication is the key to successful branding. Brand values have to be communicated to the consumer on every available channel to make sure that the brand holds a strong position in the heart and the mind of the consumer. In the long run, brands can compete only if they use the full potential of communication options available to them. These are theoretical considerations.

Practically, integrated communication is often nothing more than a boardroom...

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