Modern media planning

The concept of IMC, as well as a variety of scientific models for media planning, have recently gained a lot of attention in the academic literature. Simultaneously, marketing academia has been chastised for being disconnected from practice. This paper begins with a survey of the current literature on IMC and media planning, followed by a description of an exploratory study done to determine the views of advertising practitioners toward both IMC and modern media planning. The most commonly utilized media planning methods, according to the findings, are still Lagged Effects of Media and Frequency Value Planning, both of which are part of a media strategy. To assure a consumer audience approach, however, models like Value Factor Distance, which has been demonstrated to be underutilized by respondents, would need to be accepted. Similarly, psychographics was only given a moderate amount of relevance, and if the move to a consumer strategy is to be realized, it will need to be given higher emphasis. Finally, the study draws parallels between theory and practice.