Media Planning: Planning business media

Discusses how to approach media planning in business-to-business markets. It should start with understanding the business, who the different (decision-making) audiences are, how such organisations go about reaching decisions, and therefore how much effort and budget should be spent on each.

Media Planning: Planning business media

Evan Ivey of Aspen Business Communications shows how business-to-business media planning ought to start after most of the communications strategy is already in place - which helps get over the absence of meaningful data

Evan Ivey

If you want to plan media effectively to reach business decision makers, do not bother to ask media sales people. It simply is not worth the effort. As any business to business planner will tell you, there isn't a single media owner who can give you any useful data about who, in business terms, is watching, listening to or...

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