Media planning is most often done by media planners at advertising agencies. Media planners must work with media buyers and the client organization to develop a strategy to maximize ROI on media spend. Media planners are required to have a firm understanding of the organization’s brand and target audience, various media platforms ...
Media planning is more involved with formulating a strategy, evaluating its effectiveness, and adjusting, while buying is the execution of the strategy.
An effective media plan will result in a set of advertising opportunities that target a specific audience and fit in with the organization’s marketing budget. When establishing a media plan, marketers will often factor in the following considerations:
Today’s modern marketing often requires marketers to leverage multiple forms of media, and a data-driven media plan provides marketers with centralized information across all platforms. This helps to optimize campaigns and messaging, as well as streamline the campaign review process.
With a comprehensive media planning strategy, organizations can make more data-driven decisions about how to improve marketing ROI and drive results. Today, many teams are leveraging tools that allow them to make smarter, faster, and more accurate media planning choices. With Marketing Evolution’s Scenario Planner, organizations can strategically build out their annual media strategy and plan, and even run “what if” scenarios that allow them to modify key campaign factors without impacting active initiatives. This enables teams to truly optimize their media mix while simultaneously cutting down on ad waste.
It might be easy to assume that the goal is to drive conversions or engagement; however, that would oversimplify this step. Goals may vary by department, or there might be multiple objectives for one campaign. For example, for the sales team and sales goals, increased revenue is the objective. However, marketing objectives might be to increase brand awareness. Knowing the main goal of the campaign will determine how it runs, as well as messaging.
Consumer-Level Targeting: The media plan must understand consumers at a granular level to determine what types of messages resonate with them, requiring in-depth marketing analytics.
the major media types are television, newspapers, the Internet, direct mail, magazines, radio, and out- door. Advertisers can also choose from a wide array of new digital media, such as cell phones and other digital devices, which reach consumers directly. Each medium has its ad- vantages and its limitations. Media planners consider many factors when making their me- dia choices. They want to choose media that will effectively and efficiently present the advertising message to target customers. Thus, they must consider each medium's impact, message effectiveness, and cost
Building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.
Measuring the communication effects of an ad or ad campaign tells whether the ads and media are communicating the ad message wellOne way to measure the sales and profit effects of advertising is to compare past sales and profits with past advertising expenditures. Another way is through experiments
No matter how big the budget, advertising can succeed only if advertisements gain atten- tion and communicate well. Good advertising messages are especially important in today's costly and cluttered advertising environment.
strengths, public relations is sometimes described as a marketing stepchild because of its often limited and scattered use. The point is that advertising and PR should work hand in hand within an integrated marketing communications program to build brands and customer relationships.27
Media planning is the process of strategizing and purchasing ad placements by determining the best combination of media to achieve marketing campaign goals.
Before you can decide on the details of your media strategy, you must understand who your ideal consumers are and how you can best reach them.
Valuable media delivery and the analysis of real-time engagement data ensures that your marketing dollars are being invested into real results, as opposed to wasted impressions sent to ad bots and unengaged strangers.
Setting clear goals helps the development of your media strategy in terms of drawing in new prospects, acquiring more customers or retargeting leads that slipped away the first time.
Whether it is through desktop, mobile, tablets, social media, etc., meet your target audience where they are engaging most by analyzing their media preferences.
The major driving force of a multi-channel campaign is your marketing goals and objectives.
You can get the CPM by dividing the total number of subscribers that fall into your target market by the cost of running an ad. This is expressed as the cost per thousand impressions. Strive for a good balance of various media. In other words, don't put all of your eggs in one basket.
Your media vehicle's Cost per Thousand (CPM). This is useful because it helps you compare the values of different vehicles. For example, you may have two publications you are considering. Both reach your target audience, and all other aspects are equal. One, however, is more expensive than the other. Determining the CPM can help you decide which is the better vehicle for your advertisement. You can get the CPM by dividing the total number of subscribers that fall into your target market by the cost of running an ad. This is expressed as the cost per thousand impressions.
Assume it will take at least three exposures for your target audience to act on your offer. New products will need more frequency than established products. Complex products will need more frequency than simple products. Products with a lot of competition will need more frequency.
For example, if your marketing strategy is to reach 70% of your market for a specific campaign, and you know you want to reach them at least 10 times in order to convince them to act, then you would need a schedule that would give you 700 GRPs.
Some media can't effectively communicate certain information. For example, a complicated product would not make good use of a billboard or other "quick" impression media. Don't forget to consider the seasonality of your product and geographic concentrations of your audience when selecting and scheduling your media.