With the rise in media fragmentation and multi-task use of those media, a new outlook on media planning is required. Rather than viewing each medium for its effectiveness in achieving a particular media objective in combination with other media, that medium must now be examined based on how it relates to and works with other media used at the same time by a single consumer. This two fold approach requires a layering of one niche medium on top of other to achieve enough reach along with a plan that defines the inter-related flow of message across multi-tasked media. In essence, a definition of desired consumer actions from both medium to medium and within simultaneously used mediums must be clearly delineated and given seamless flow.
