However, beyond this simple definition is one of the most important, and complicated, facets of media planning and buying. Knowing all about the audience and each media format is one thing, knowing how they interact, cross over and will affect each other is something else.
The sheer number of variables at work when multiple channels are used makes efficient use of the media mix hard, but successful multi-channel media plans are better able to achieve the reach, frequency and continuity objectives than could be achieved by single media plans.
What is more, smart brands know that the cost of additional reach after a certain reach level has been attained (with any one medium) is expensive and that a combination of media is the best way to achieve maximum reach at the minimum cost.
Did we say we would make the media mix simple? Sorry, that was a little white lie based on the premise that no one would want to read a post entitled: the media mix made complicated. It isn’t simple and to prove that here are a few of the elements that we consider when we determine the media mix for any one organisation.