The benefits of being able to refine your plan sooner and more often will far outweigh any savings you might realize by buying farther ahead. As marketers demand flexibility and the ability to tie results to their investments, media sellers will need to adapt, too. Marketers will be far more demanding and discerning about where and when undelivered impressions are delivered. The entire make-good model will need to change. The objective is to help marketers make better decisions and to invest their resources in the vehicles that are best achieving their marketing goals.
Different stages call for different media.
Promoting awareness entails a different mix than promoting consideration, purchase or loyalty. There is some overlap, but as you move through the cycle, your media selection should change. To best orchestrate the media planning process, you must consider which media to use at each stage of the marketing cycle.