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Media Planning
Definition one: the process of deciding how to most effectively get your marketing communications seen by your target audience.
Definition Two:
A process for determining the most cost-effective mix of media for achieving a set of media objectives.
•Goal: maximize impact while minimizing cost
•Media is often the largest MC budget item
Definition: Three:
The design of a strategy that shows how investments in advertising time and space will contribute to achievement of marketing objectives.
Definition four:
Media planning is about determining the best Media Mix (i.e., the best combination of one-way and two-way media) to reach a particular target for a particular brand situation.
Media Planner- The person at the advertising agency who develops and executes your media plan.
Media planners perform four basic functions:
1. Conduct media research
2. Determine media objectives and strategies
3. Determine the media mix
4. Do the actual media buy
•Decisions:
–Which audience?
–Where?
–When?
–How long?
Various functions of Media Planning in Advertising?
1. Proper media planning enables the selection of the right media: selection of the right media is crucial in the entire planning process. How best can I reach my target audience? Is the question kept in mind?
2. It helps to allocate the advertising funds to the right products in the right media: for example, ads for chocolates will be placed in a slot where there is maximum children viewer ship. And channels like Nickelodeon, Cartoon Network or between 5-7 pm when most children watch cartoons.
3. It indicates the period or the season in which the advertiser need to concentrate advertising efforts: for example all the paint advertisements concentrate on the festive seasons. A few months before the festival like Diwali the ads are released.
4. It helps achieve the advertising objectives.
5. It minimizes wastages of advertising funds: when money is used in the right direction there are minimum wastages. A media plan helps the ad agency to obtain approval form the client. Proper media planning will help the advertiser to reach the right target audience. It helps to finalize the frequency of advertisements: how many repetitions of the advertisement should be done and are required also specified in a media plan.
Media Plan- the document or flow chart which details the tactics used to accomplish your media objectives.
Definition one: the process of deciding how to most effectively get your marketing communications seen by your target audience.
Definition Two:
A process for determining the most cost-effective mix of media for achieving a set of media objectives.
•Goal: maximize impact while minimizing cost
•Media is often the largest MC budget item
Definition: Three:
The design of a strategy that shows how investments in advertising time and space will contribute to achievement of marketing objectives.
Definition four:
Media planning is about determining the best Media Mix (i.e., the best combination of one-way and two-way media) to reach a particular target for a particular brand situation.
Media Planner- The person at the advertising agency who develops and executes your media plan.
Media planners perform four basic functions:
1. Conduct media research
2. Determine media objectives and strategies
3. Determine the media mix
4. Do the actual media buy
•Decisions:
–Which audience?
–Where?
–When?
–How long?
Various functions of Media Planning in Advertising?
1. Proper media planning enables the selection of the right media: selection of the right media is crucial in the entire planning process. How best can I reach my target audience? Is the question kept in mind?
2. It helps to allocate the advertising funds to the right products in the right media: for example, ads for chocolates will be placed in a slot where there is maximum children viewer ship. And channels like Nickelodeon, Cartoon Network or between 5-7 pm when most children watch cartoons.
3. It indicates the period or the season in which the advertiser need to concentrate advertising efforts: for example all the paint advertisements concentrate on the festive seasons. A few months before the festival like Diwali the ads are released.
4. It helps achieve the advertising objectives.
5. It minimizes wastages of advertising funds: when money is used in the right direction there are minimum wastages. A media plan helps the ad agency to obtain approval form the client. Proper media planning will help the advertiser to reach the right target audience. It helps to finalize the frequency of advertisements: how many repetitions of the advertisement should be done and are required also specified in a media plan.
Media Plan- the document or flow chart which details the tactics used to accomplish your media objectives.