Changing Channels : a framework for communication planning in a media intensive society

Abstract

In today's media intensive society, where consumers are well equipped to resist advertisers' strategies, creative and messages, it is becoming increasingly more difficult for advertisers to break through the concofany of noise to persuade the consumer that their product or service is worthy of a consumer's attention and eventual purchase. The purpose of this research is ultimately to suggest a framework for use in communication planning that is measurably successful in moving users up a succession of steps starting prior to awareness through purchase utilizing a combination of traditional and digital advertising tactics and techniques. We assume that in today's media intensive society, were traditional and digital advertising is thought to cannibalize one another, an integrated approach across multiple communication channels is the most effective way to reach and motivate the modern consumer whose media consumption habits are increasingly fractured. The framework proposed within the paper will contribute to a better understanding of how to leverage traditional and digital media tactics within communication planning.