Abstract:

Channel planning is not about a single factor, but about balancing the power of a medium with its reach, the precision of targeting with cost, and understanding the tactical needs of the campaign with the characteristics of delivery. With so many factors at play, it is no wonder that previous attempts at defining cross-media comparisons have concentrated on just one of these factors. The demand today is for a real-world solution to assist with the many potential angles involved in setting up a communications campaign. Compose is presented here as a 'crowded platform' to pull everything together, providing results that go beyond those offered by a 'single source'.