the clarion call for communications planning

While media are clearly proliferating, advertising budgets aren't expanding appreciably -- and this makes the job of allocating dollars to various media  more difficult, according to Antony Young, CEO of Optimedia, who's talking with MediaPost editor-in-chief Joe Mandese about the growing need for communications planning. "We're dealing with large sums of money, usually not enough," Young notes, and that means that "when you put dollars in one area -- say, social media -- you have to take it away from somewhere else." What thismeans is that media planners need a more sophisticated understanding of the way multiple media work in concert, reaching consumers in different ways and different times, to maximize ROI.