Strategic communications planning considers a number of things—context, channel effects, historical profitability, and numerous other criteria beyond target audience, cost, reach and frequency when developing a communication and investment plan. But what's the impact when advertising appears in channels that make people feel bad, or alongside unsafe content?
Commissioned as a webinar by WARC (World Advertising Research Council), this presentation introduces the media planning pyramid, built from research that factors in reported psychological well-being of the audience as well as brand impact, as a tool to help balance plans.
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