ABSTRACT
A media plan is part of a larger marketing communication program. The 4Ps- product, price, place, and promotions are the broad definition of the marketing mix. Research shows that have strong brand communication that leads into a price increase, the consumer will be more willing to accept it. Media advertising may play a role in the timing of a brand being able to raise its price. The role that communication plays in supporting the marketing strategy is the media plan resides. As with the need to align the marketing mix with the marketing strategy, a media planner must understand the broader context of how the media plan fits into the overall communications plan. Informing, convincing, and associating are three key functions of any communication plan. Communication problems are an outgrowth of a broader business challenge. When the central role of the communication is to establish or reinforce the brand's image, the context within which any message appears is paramount.
