APPRAISING THE IMPACT OF MEDIA PLANNING, MIXING AND APPLICATION IN PUBLIC RELATIONS AND ADVERTISINGPRACTICE
Joseph Obi Ngwokor; SafinaSanusi-Sabo &RoselineOkpala Department of Mass Communication, Federal Polytechnic, Nasarawa, Nasarawa State. Email: Joezinger2005@gmail.com
ABSTRACT
This paper examined media planning, mixing and application in Public Relations and Advertising practice. Today, society’s mode of communication has long moved from the traditional interpersonal communication to that of modern mass communication, where large heterogeneous and scattered audiences are the target. Organizations involved in the production of either goods or services also advertise as well as use public relations tools as a means of reaching their audiences. Core attention is focused on the various forms of media of advertising and public relations, the paper also reviewed concepts such as media, public relations and advertising. The information processing theory was used to properly anchor the paper. The paper concludes that media planning and media mixing are essential ingredients of the overall Integrated Marketing Communication (IMC). The paper recommends that organizations should engage more qualified PR and Ad practitioners, in order to bring innovative ideas on how the image of the organization and acceptability of their products or services could be boosted. Organizations should know that public relations is not a smoke screen to cover bad deeds, as a result of which they should not wait until there is a negative turning point before they do the right thing. Similarly, companies should not involve themselves in advertising bad products or services; rather, advertising should be used to promote marketability of their good products and(or) services.
