A proposed media channel framework for integrated brand communication planning

Abstract

Integrated brand communication depends on the development of a fully integrated media channel plan and ultimately, the implementation of a seamless consumer media contact journey in order for brand communication to be effective. The development of an omni-media channel strategy is guided by a media planning framework. A review of literature revealed a continued emphasis of traditional mass media channels and at best, references to new media channel perspectives. The study of literature was unable to uncover an integrated media channel framework in the public domain. In addition, media agency planning frameworks tend to be held confidential. An exploration of the perspectives and frameworks of media planning to achieve integrated brand communication was undertaken by conducting indepth interviews with eight senior media channel planners from global leading media agencies identified through the Forrester Institute Report. The qualitative study delivered key strategic principles to develop an integrated media channel plan and a seamless consumer media contact experience, based on which an integrative media channel planning framework is put forward for industry and academe to consider, assess and test through application and further research.