If I were to summarize the most critical dilemma facing media and communications planners these days, it would be making the choice between "REACH- versus RICH-" media and communications planning planning philosophies.
REACH media/communications planning is perhaps the easier way out. One comes up with numbers, measurements, and cost-per-thousand impressions to rationalize why certain combinations of media channels and programs are best. Numbers don't lie - at least not in the media planners' presentation.
REACH-based media planning is relatively easier to justify: Just show that a lot of eyeballs get to see the ad, awareness picks up after a few weeks of airing, and voila - another successful campaign.
For clients, it is a less-risky move: REACH-based planning will always churn out the same things over and over and over again. TV and newspapers - top titles, mind you - will always be there, with a spattering of radio spots and the minimal investments in online banners ("Oh make that an expanding ad!"). To round it all up, clients would also want some outdoor - which some creative executives would probably lift out of their print and poster layouts ("Just blow it all up!")
RICH-focused media/communications planning, on the other hand, demands a lot from media and communications planners, their clients, and other stakeholders - including creative agencies, digital companies, content providers, and media space vendors.
Because its focus on generating RICH audience experiences, metrics such as GRPs, reach, frequency, and CPMs, suddenly become incomplete. Planning theories such as "recency planning" versus "effective frequency planning" become insufficient in determining what constitutes an effective media and communications plan.
What used to be a simple decision for clients becomes more complicated: "How do you measure - or worse, predict - consumers' experiences? How sure are you that that is the desired effect? How sure are you that it is rich-enough?"
REACH- versus RICH-based media planning - which one will you choose?
