03:51
Faizan
Media planning is an activity normally performed by an advertising agency or media buying service that involves finding the best media outlets and related schedules for promoting a company's products and services. Another task of the media planner is often to negotiate the best prices when placing media ads. The media buying process is a well established and documented practice.
Objective
Taylor Made Media recommends that you first define your objectives. What is your goal? Do you want to penetrate new markets or expand the use of current products or services in an existing market? Do you want to market an existing product for new applications?
Objectives also include what you want the purchased media to achieve? Is your goal to increase brand awareness? If that's the case, your buying strategy may include purchasing a high-frequency campaign with advertising running often through the same media outlet. One example could include purchasing five radio commercials in morning drive time every weekday.
Strategy
What mix of media do you plan to use? The website va interactive states that you must also define your target audience.For example, do you want to reach 18-24 year olds or is your desired demographics an older 50-and-over crowd? What geographic areas do you want to reach? For example, is your goal to target a Standard Metropolitan Statistical Area (SMSA) or a smaller area. An SMSA is an area comprised of one or more counties that are part of one or more large cities.
Reach and frequency
What is your desired reach and frequency? Reach is an un-duplicated audience. In the case of a radio station, if during the entire day 50,000 listeners turn the station on 10 different times during the day, the reach will be 50,000. Frequency is the number of times a listener, in the case of radio, will be exposed to an advertising message which is part of a campaign.
Psychographics
What are the desired attitudes and lifestyles of the audience you want to reach?
Media
Decide what types of media you will use such as radio, television, newspapers, magazines, billboards, and Internet.
Media Rep Negotiation
Negotiate with media reps to get the best price. First make sure you do not pay retail rates for your ads. Retail rates are prices published on rate cards but most of the media will provide you with a lower rate, though getting the concession may require a longer ad buy than you intended.
Objective
Taylor Made Media recommends that you first define your objectives. What is your goal? Do you want to penetrate new markets or expand the use of current products or services in an existing market? Do you want to market an existing product for new applications?
Objectives also include what you want the purchased media to achieve? Is your goal to increase brand awareness? If that's the case, your buying strategy may include purchasing a high-frequency campaign with advertising running often through the same media outlet. One example could include purchasing five radio commercials in morning drive time every weekday.
Strategy
What mix of media do you plan to use? The website va interactive states that you must also define your target audience.For example, do you want to reach 18-24 year olds or is your desired demographics an older 50-and-over crowd? What geographic areas do you want to reach? For example, is your goal to target a Standard Metropolitan Statistical Area (SMSA) or a smaller area. An SMSA is an area comprised of one or more counties that are part of one or more large cities.
Reach and frequency
What is your desired reach and frequency? Reach is an un-duplicated audience. In the case of a radio station, if during the entire day 50,000 listeners turn the station on 10 different times during the day, the reach will be 50,000. Frequency is the number of times a listener, in the case of radio, will be exposed to an advertising message which is part of a campaign.
Psychographics
What are the desired attitudes and lifestyles of the audience you want to reach?
Media
Decide what types of media you will use such as radio, television, newspapers, magazines, billboards, and Internet.
Media Rep Negotiation
Negotiate with media reps to get the best price. First make sure you do not pay retail rates for your ads. Retail rates are prices published on rate cards but most of the media will provide you with a lower rate, though getting the concession may require a longer ad buy than you intended.
Posted in: Advertising
