Team Digital @ Expertek US (www.expertek.net), in its definition of media planning, highlights the importance of the role of media planning when they say that the planner:
* Needs to understand the customer and the brand to unearth a key insight for the communication/solution [We Call It Relevance].
* As media channels have mushroomed and communication channels have multiplied, it has become increasingly important for communication to cut through the self belief and connect with its audience [We Call it Distinctiveness].
* The planner can provide the edge needed to ensure the solution reaches out through the clutter to its intended audience [We Call It Targeted Reach].
* Needs to demonstrate how and why the communication has performed [We Call It Effectiveness].
good-luck (team digital @ Expertek US)
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