Data to decision

Date of publication: June 18, 2003

Abstract:

This paper provides a new way to approach the building of systems to help channel planning. By channel planning, the authors mean the combination of media options that are used to satisfy a communication task. This combination should reflect not just the 'silo' properties of each channel, but a plan that has a view on the holistic effects and benefits of combinations. The PointLogic approach steers a highly innovative course between the need for a process-based structured approach to channel planning, and the overwhelmingly important requirement to have a sensitive creative approach that can sit comfortably with the excellent and creative work of communication planners. The case presented in this paper was built in close co-operation with the Rijksvoorlichtingsdienst (RVD).

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