Channel planning and research

In this introduction to Admap’s focus on Channel Planning, Roderick White pulls together the (recent) developments in communications planning, such as the neutral media mix, integrated communications, CRM, new thinking on how advertising works and media fragmentation; and asks how can research and ‘channel planning’ help marketers make sense of this ‘morass of possibilities’.

Channel Planning And Research

The average advertiser's communication mix has gradually been becoming more complicated and diffuse in recent years. Simply looking at advertising schedules or, say, the best practice case studies...