Comments on: Old and new schools of planning http://www.jo-booth.me/2011/09/old-and-new-schools-of-planning/ change is influenced by the proactive Wed, 01 May 2013 07:23:08 +0200 hourly 1 http://wordpress.org/?v=3.2.1 By: Shantanu Sengupta http://www.jo-booth.me/2011/09/old-and-new-schools-of-planning/#comment-4 Shantanu Sengupta Sun, 11 Sep 2011 13:50:32 +0000 http://www.jo-booth.me/?p=223#comment-4 I feel that there's a lot of snob floating around in the advertising circles all over the world, on the subject of old and new schools of planning. In reality nothing exists as such (as Jon rightly expressed in the link). I guess it's a way some of the new breed of planners like to create an imaginary edge for themselves to improve their saleability. Planning is all about understanding target audience and communication, and utilizing the best combinations of available channels to talk about the brand and engage customers in brand conversations. Many a times the expert digital marketers and esp. the social media marketers have repeated themselves over thousands of online channels that Digital media is just a tool as much as an offline media is. One needs to understand its potential to be able to reckon how best could it be utilized to convey messages or engage. But surely Planning itself is universal... there's nothing old / new about it. You need to be able to solve a communication problem - in simplest possible way. More complex the problem, the more simple is the solution. Amen! I feel that there’s a lot of snob floating around in the advertising circles all over the world, on the subject of old and new schools of planning. In reality nothing exists as such (as Jon rightly expressed in the link). I guess it’s a way some of the new breed of planners like to create an imaginary edge for themselves to improve their saleability.

Planning is all about understanding target audience and communication, and utilizing the best combinations of available channels to talk about the brand and engage customers in brand conversations.

Many a times the expert digital marketers and esp. the social media marketers have repeated themselves over thousands of online channels that Digital media is just a tool as much as an offline media is. One needs to understand its potential to be able to reckon how best could it be utilized to convey messages or engage.

But surely Planning itself is universal… there’s nothing old / new about it. You need to be able to solve a communication problem – in simplest possible way. More complex the problem, the more simple is the solution.

Amen!

]]>