Context planing article Essay Example | Topics and Well Written Essays - 500 words

Context planing article - Essay Example The new developments require collaborative efforts of both media professionals and media agencies in order to ensure effective communication. Hatcher points out a few instances where media agencies deployed their context planners effectively to unravel customer insights and ‘generated non-traditional media solutions’. According to Klues (2004), context planners â€Å"provide the essential link between the consumer’s experience with the advertisers’ brand and the various ways the consumer chooses to receive commercial messages about them† (as cited in Hatcher, 2005). Admittedly, the sustainability of media agencies depends on their creativity in context planning. Although change is visible in every sphere of social life and business activities more than ever before, media agencies are to struggle a lot to keep pace with the new developments happening in every industry. The most important thing about context planning is that business has become something more than a buying and selling process. It involves collective stakeholder participation that ensures convenient service, sustainable profit, effective communication, and many other aspects. Today, media agencies work as a third party to link in this process to ensure this solidity. The emergence of countless organisations in the same industry increases market tension and thereby the responsibility of media agencies or context planning professionals to ensure consumer contact. Obviously, context planning thus has become popular and integral part of modern business. The old method of business will no longer work in the present scenario. As a response to the necessity of context planning, media agencies like Starcom Media Vest, Universal McCann successfully implemented the context planning (Hatcher). Today customer relationship marketing is entitled with media agencies to some extents. Organisations today explore the most cost effective and potential way to connect with the consumers. In