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What is communications planning and where does online media planning fit?

As advertising opportunities become more plentiful due to fragmented media channels, consumers become more promiscuous in the media they consume and advertisers' budgets are stretched more than ever, online media planning has never been more important to devise powerful and effective media campaigns online.

Communications planning starts with an investigation at the beginning of the planning process to gain a deep understanding of the client's brand and message, what it wants to achieve and how to achieve the optimum results in the right set of media channels.

In terms of placement, communications planning has to take a more integrated view of all the media placement opportunities available to a client. It includes the traditional vehicles like TV, outdoor, print and radio but also online media planning , word of mouth, public relations as well as product placement to ensure the client's advertising budget is directed to derive the most amount of value.

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