Media planning consists of the series of decisions made to answer the question for advertisers: "What are the best means of delivering advertisements to prospective purchasers of my brand or service?
Some specific questions that a media planner attempts to answer are:
How many prospects do I need to reach?
In which medium should I place ads?
How many times in a month should prospects see each ad?
In which month ads appear?
In which markets or regions should ad appear?
How much money should be spent in each medium?
When all questions have been asked and decisions made, the recommendation and rationales are organized into a written document called "Media plan". Many planners feel that the audience sizes of many media are less important than the number of persons who sees these ads.
[...] Developing Media plan What a media planner needs to know? To develop a successful media plan, the planner must know about the marketing backgrounds of the brand, including product quality, product use, pricing, distribution, packaging, sales promotion, personal selling activity, public relations and advertising. Those elements in a marketing situation analysis that most interest a planner are: History of market: Analysis includes geographic sales distribution, market size, market shares, seasonal effects, and price effects. The goal is to find out where brands are now in terms of share of market and how they got there Destitution channel: This includes analysis of following information about each distribution channel; Shelf facings, inventories held, out of stock situations, methods of selling, display and advertising allowances and how and why promotions are used. [...]
[...] External influences on media decision: There are two external influences on media planning decisions. Because of their subtle nature, there is a problem that they could exert negative influences on the judgment of planner. The pressure to produce “creative media plans One problem with the creative idea is that the meaning of creative may need better definition. The definition of what creative means is not universally agreed upon. As told by Goldin & Neisloss,” There are no such things as a purely qualitative media opportunity. [...]
[...] Know the recommended action Each solution may require a different media strategy. If, for example, one solution to the problem of declining sales is reducing prices, then large target reach and high frequency may be to strategies. Know the complexities of a strategy. Strategy decisions are usually not very simple and have effects that occur in many different ways. Know how the product will be sold and which marketing mix elements will be used. Know how advertising sells a product to one customer - Planner should be able to describe how advertising communication is expected to work to influence the consumer's behavior towards a brand. [...]
[...] Media strategies: All media strategies are affected by media objectives the goals that are derived from marketing plans of a company. Each objectives concentrates on a specific aspect of marketing plan. Strategies, then, are simply actions that need to be taken to attain specific objectives. Important media strategy ideas: A complete definition is needed A description should include the idea that media strategies are supposed to be actions that achieve an advantage over competitors. A brand's presence in media should be large usually being in media is better. [...]
[...] A creative media strategy should be relevant to the problems that the advertised brand has. Important Criteria Considered in Media Planning: Media mix: By employing a Media mix, advertisers can ad more versatility to the media strategies, since each medium contributes its own advantages. The objectives sought, the characteristics of the product or the service, the size of the budget and individual differences are some factors that determine what combination of media will be used. When to use Media mix? [...]
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