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. In order to best select the media, the media planner has to make extensive use of research information. In the old days, media planners relied on information provided by the media houses. This had its own limitations as a lot of the media tended to be subjective in the information they provided.