Media plans are living documents
Think of your media plan as a living document. No one channel is sacred. Be willing to move budgets around to optimize total effectiveness. Search will likely be a critical piece of your integrated media plan once you get used to changing insertion order caps regularly. Today, media opportunities are popping up as fast as consumers change their behavior. If you're not nimble and flexible enough to roll with the punches (and throw some punches of your own), you're sure to be knocked out.
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