Describe how media planning has become more complicated in today’s market.
Describe how media planning has become more complicated in today’s market.
发布时间：2025-08-24 06:45:29
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答案：With the fragmentation of audiences from the explosion of new media options, media planning and buying is no simple task. Today, many more media vehicles are available for advertisers to consider, as the traditional major media offer smaller audiences than before—at higher prices. Add to this the trend toward IMC and relationship marketing, and the media task takes on added significance. This has fueled the growth of media specialty companies and simultaneously recast agency media directors as the new rising stars in the advertising business. Tight budgets demand ingenious thinking, tough negotiating, and careful attention to details. In this age of specialization, what advertisers really need are exceptional generalists who understand how advertising works in coordination with other marketing communication tools and can come up with creative media solutions to tough marketing problems. Today, many products owe their success more to creative media buying than to clever ads.
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