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https://doi.org/10.1007/978-3-642-23675-4eople often ask me, “What is the difference between media planning and communications planning?” My response is that media planning is focused on reaching as many of the right audience in the right place at the right time and at the right cost as possible, whereas communications planning is less about . people than . them.

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Effective magnetic moment of (Cp2Ti)2AlH4Cl,.n the late nineties, I worked as a media planner at Saatchi & Saatchi on the agency’s prized Procter & Gamble account. At the time, I recall, our Saatchi & Saatchi New York office recommended a media strategy that proved to be a breakthrough for Tide laundry detergent.

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https://doi.org/10.1007/978-3-642-23675-4Communications planners are, in effect, investment managers. We manage large sums of money. We advise our clients where to invest. We analyze which media are going to give better returns. And we recommend a strategy of how best to use them. In the case of an advertiser, those returns are defined by the communication goals.

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Effective magnetic moment of TiCl2(dmpe)2,.he most important part of a strategy is executing it. A good strategy with great tactics is always going to beat a great strategy with poor tactics. Consumers don’t experience strategy; they see and hear the brand through media. They view a television spot, content on the Internet or a billboard on the highway, and they respond accordingly.

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鑲嵌細(xì)工

The New Media Playbook, remember as a kid growing up, discarding my Larry Bird Converse sneakers for the latest pair of Nikes. I really did think they made me jump higher and shoot the basketball better. I would later learn when I entered the ad business that it was all about branding.

袋鼠

A Shift from Media Planning to Communications Planning,eople often ask me, “What is the difference between media planning and communications planning?” My response is that media planning is focused on reaching as many of the right audience in the right place at the right time and at the right cost as possible, whereas communications planning is less about . people than . them.

大洪水

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