1. Holistic Media Planning Leveraging the overall media mix – cross media effectiveness

2. New communications reality Average number of communications channels used as part of the awards entries for the IPA Effectiveness Awards in 2006 was six compared to four channels two years ago.

3. The media landscape

4. The media ecosystem

5. The Basics

6. The Law of Diminishing Returns £ ROI x Media 1 Media 2

7. Which is usually a function of coverage

8. Multiplier Effects Hassloch

9. Different Channels Carry Different Types of Influence

10. Section Break Section Break Some New Thinking

12. Hours per week by age group by medium

13. New forms of fragmentation

14. Changing model of TV

15. Still sharing cultural phenomena

16. Multi-channel media brands

17. Some planning ideas

19. Heroes and Nissan : Integrated multi platform communications TV show sponsorship Fan site sponsorship Alternate reality sites Graphic Novel Product placement Web site integration

21. A new approach to targeting Skimmers Dippers Divers

22. And a new planning model Big Idea Outdoor Press DM Online PR TV The integration model

23. Non-linear planning Outdoor Press DM Online PR TV Knowledge Communities

24. Media today is all exposing the underbelly

26. Cinema TV Press Online Video

28. MEDIA BY TIME OF DAY REVEALS THE USE OF MEDIA TO OVERCOME ISOLATION Source: IPA Touchpoints, Hub 2 TV Press Talking face to face Travelling

29. Television 5, ITV BBC Radio Regional Press Manchester Evening News National Press Supplements Stella Commercial Radio Classic FM National Press Sunday Telegraph Consumer Magazines Which Online communities Saga Religious Programming Hobby Magazines Gardener’s World Local Press Regional News Shopping Centre Reader’s Digest Leisure centres Pharmacy National organisations Saga Supermarkets Shop windows Parks Libraries Bus Interiors Gala Bingo Working Men’s Clubs Hairdressers Churches / Temples Lamp posts Bus Shelter Day Centres Post Offices Garden Centres National Organisations Saga

30. SPREADING STORIES TO START CONVERSATIONS STORYTELLING AS OAP WOM! Television 5, ITV BBC Radio Regional Press Manchester Evening News National Press Supplements Stella Commercial Radio Classic FM National Press Sunday Telegraph Consumer Magazines Which Online communities Saga Religious Programming Hobby Magazines Gardener’s World Local Press Regional News Shopping Centre Reader’s Digest Leisure centres Shopping Centres National organisations Saga Supermarkets Shop windows Parks Libraries Bus Interiors Gala Bingo Working Men’s Clubs Hairdressers Churches / Temples Lamp posts Bus Shelter Day Centres Post Offices Garden Centres National Organisations Saga

31. In summary