Media Evolution - Four Factors Shaping How We Plan and Buy Media

Denise M. Cumberland

The author discusses the development of media plans within advertising campaigns. She pinpoints four key trends that affect the shaping of media planning and negotiation:-population diversity (ethnic and age changes), audience fragmentation (due to media proliferation), consolidation (the creation of multimedia conglomerates) and the new economy.

Media Evolution – Four Factors Shaping How We Plan and Buy Media

Denise M. Cumberland KFC Corporation

Advertising works. Really. All you need is the right product to catch the consumer's eye, the right price to hook her with, the right creative execution to capture her interest, and the right media plan to reel her in. As KFC's Director of Media, I'd like to focus on the fourth part of that equation – developing the right media plan for your product. KFC's product is food, which may give it a leg up with everyday consumers over, say, auto parts....

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