communicationreceptive planning in europe

Geoff Wicken
BMRB International


Consumers many of them, at least are mediasavvy nowadays. They have many more media and entertainment options available to them than ever before. They are used to this. They understand what is on offer, and play the field accordingly.

And many of these media options are very knowing. They are premised on the nature of the relationship that the viewer, reader or listener has with the medium, the fact that the consumer knows what is going on, and the fact that the content provider knows that the consumer knows what is going on. Many current media successes (think of Big Brother, The Office, Pop Idol, Heat magazine, and so on) work very cleverly from this basis. In the media sections of broadsheet newspapers we can even read about what we are reading about.