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A Shift from Media Planning to Communications Planning

In: Brand Media Strategy

Author

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  • Antony Young

Abstract

People 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 reaching people than influencing them.

Suggested Citation

  • Antony Young, 2014. "A Shift from Media Planning to Communications Planning," Palgrave Macmillan Books, in: Brand Media Strategy, edition 0, chapter 0, pages 31-43, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-44771-5_4
    DOI: 10.1057/9781137447715_4
    as

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