Media-neutral planning

From CNM Wiki
Jump to: navigation, search

Media-neutral planning (MNP) is attempts to stimulate the use of a communication mix that is not mass media-oriented. This means that rather than keep recommending that clients use mass media communications, which have traditionally rewarded agencies through a more than generous commission system, a more balanced mix of tools and media be adopted in order to be more effective and efficient. See open planning.

Definitions

According to the Marketing Communications by Fill (5th edition),

Media-neutral planning (MNP). Attempts to stimulate the use of a communication mix that is not mass media-oriented. This means that rather than keep recommending that clients use mass media communications, which have traditionally rewarded agencies through a more than generous commission system, a more balanced mix of tools and media be adopted in order to be more effective and efficient. See open planning.
Retrieved from "https://pravka.bskol.com/w/index.php?title=Media-neutral_planning&oldid=53409"