Follow The Bread Crumbs…
Jul 10, 2017 · 1 min read

The trick to effective media planning is to be able to find the answer to: What am I planning media for?
In other words — one needs to discuss & deliberate on the goals (or outcomes) from the media plan. What is it that one wishes to achieve? Once that is out of the way, rest of the steps come in order if one follows the bread crumbs (the steps, clues, tools & cursors) to achieve the goal.
In the movie — I, Robot — Dr. Lanning left breadcrumbs to Del Spooner (Will Smith) so he could find out about the threat posed by VIKI. Eliminating the threat was the goal, which was pretty clear.
Similarly, once the goals are clear, we can get into detailed aspects of creating an effective media plan. Watch out for my next post on that.
