Steal These Ideas!: Marketing Secrets That Will Make You a Star, 2nd Edition

CHAPTER 13

MAKING SENSE OF MEDIA PLANNING

So much for the “good old days” repeated for three TV seasons now by the Mad Men series. Back then, media planning consisted of scoping out a handful of TV networks, a manageable number of magazines, some radio options, and billboards. And major advertisers during that era were prone to sponsor entire shows, which is simply unaffordable today for the most part.

The knee-jerk reaction for many advertisers now is to rush online and buy everything in sight. I would suggest pausing before doing that. There is a lot of research that makes it quite clear that you stand a better chance having your audience find you on TV than online. On a pure mathematical basis, there is no contest. It is well documented that ...