The new entrants with their media have made buyers to re-define media. If media buyers used to see media as basically radio, TV and print, the media buyer of today, if he or she is innovative, will see it differently. Media is now seen as a way, any way at all, of reaching g the target market, in order to achieve communication objectives. Examples of innovative media ideas will be seen in the new media section. The media mix can determine the degree of effectiveness of any campaign - in fact it can result in success or failure in achieving communication objectives.
Planning involves careful consideration of what the advertisers objectives are.
Several questions have to be raised and answered before planning is done. In addition, questions about the media have to be asked. Target audiences have different lifestyles and attitudes. An effective media plan will ensure that the media selection is appropriate for the target audience. This will ensure maximum penetration thereby achieving high impact.