Changing Channels : a framework for communication planning in a media intensive society

In today's media intensive society, where consumers are well equipped to resist advertisers' strategies, creative and messages, it is becoming increasingly more difficult for advertisers to break through the concofany of noise to persuade the consumer that their product or service is worthy of a consumer's attention and eventual purchase. The purpose of this research is ultimately to suggest a framework for use in communication planning that is measurably successful in moving users up a succession of steps starting prior to awareness through purchase utilizing a combination of traditional and digital advertising tactics and techniques. We assume that in today's media intensive society, were traditional and digital advertising is thought to cannibalize one another, an integrated approach across multiple communication channels is the most effective way to reach and motivate the modern consumer whose media consumption habits are increasingly fractured. The framework proposed within the paper will contribute to a better understanding of how to leverage traditional and digital media tactics within communication planning.

Department dc:contributor.department

Sloan School of Management.

Grantor dc:publisher

Massachusetts Institute of Technology

Year dc:date.issued

2009

Author dc:creator

• Scott, Voloe Jefferson

Advisor dc:contributor.advisor

• Glen L. Urban.

• Sloan School of Management.

Statement dc:rights

• M.I.T. theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. See provided URL for inquiries about permission.

Licence dc:rights.uri

• http://dspace.mit.edu/handle/1721.1/7582

Language dc:language.iso

eng

Handle dc:identifier.uri

http://hdl.handle.net/1721.1/49767

OAI identifier oai:identifier

oai:dspace.mit.edu:1721.1/49767