Know-How Exchange : Student Questions

Amit,
To underline what Robin said and also the information in the link Dan provided you, In the June 27, 2005 issue of Marketing, Editor Stan Sutter contributed an article entitled, "By the numbers" in which he quotes P&G's Media Manager, Gina Banks: "Good media strategies are being crafted based on who the target is and when and where they are receptive to a particular product's message, rather than based on what tools an advertiser prefers."

So, selection criteria is based on the audience. The importance of this that flows: If you don't craft a strategy based on WHEN and WHERE the target is reception, they will miss it and your ROI on your media investment (a component of marketing ROI) is very long.

Another article discussing media planning and strategy is in the Journal of Database Marekting Jul 2003.Vol.10, Iss. 4; pg. 303 by Peter Mitchell, entitled "Demystifying media neutrality." It discusses the process of media planning in good detail. You can retrieve this through ProQuest (your school library probably can give you access to this database).

I hope this helps.

Wayde