Media planning
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Media planning involves identifying appropriate media outlets such as newspapers, magazines, websites, TV, radio and outdoor placements to advertise in. A media planner evaluates these options and develops coordinated plans for allocating a client's budget across different media channels based on their target audience, communication goals, budget, and other factors. The goal is to optimize a client's advertising spend to most cost-effectively reach their target audience and achieve their marketing objectives.
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Media Planning
The document discusses advertising budgets, media planning, and media research. It defines advertising budget as the amount of money allocated for promoting a product through advertising. It lists factors to consider like competition, product life cycle stage, and market share. It also describes common methods for setting advertising budgets such as affordable, percentage of sales, and competitive parity. The document then explains that media planning is the process of selecting media outlets for paid advertisements. Key steps include marketing analysis, determining objectives and strategies, and evaluating the plan. Finally, it outlines different types and methods of media research, including surveys, interviews, and internet research.
Ss media planning manual objectives, strategies, and plan development
The document outlines key considerations for developing an effective media planning manual and strategy. It discusses setting media objectives and strategies to achieve goals and gain competitive advantage. Some of the essential elements that must be considered in developing the media strategy and plan include understanding the target market, competitors, and strengths/limitations of different media. The strategy must balance reaching audiences with adequate frequency while working within budget constraints.
Role of a media planner
A media planner works within advertising agencies to develop strategies that maximize clients' advertising budgets and ensure campaigns reach target audiences effectively. They apply knowledge of media platforms to identify the most appropriate medium for each client and campaign. Media planners work on preparing proposals, researching audiences, analyzing data, and implementing campaigns through recommendations on timing, location, and media type. The role may also involve managing budgets, evaluating effectiveness, and maintaining client relationships.
Media Planning
The document discusses the key aspects of the media planning process. It begins by defining media planning as a series of decisions to deliver promotional messages to prospective customers through various media options. It then outlines the basic components of a media plan, including objectives, strategies, media choices, and scheduling. The document also describes the steps in media planning such as collecting market information, setting objectives, developing strategies, selecting media classes and vehicles, and evaluating outcomes. Additionally, it covers factors that influence planning like budgets, markets, and competition, as well as terminology used in media planning.
Media planning
Here are the key terms defined in this chapter:
- Media/Medium/Vehicle - Broad terms used to describe communication channels. Medium refers to a type (e.g. radio) and vehicle is a specific carrier (e.g. a radio station).
- Audience/Coverage/Composition - Metrics used to describe who sees/hears media. Audience is the number or percentage exposed. Coverage is the reach of a single exposure. Composition describes demographics of the audience.
- Ratings/Circulation - How media audiences are measured. Ratings refer to the percentage of a target audience for broadcast media. Circulation is the number of copies for print media.
- Above-the-line/Below
Media planning
The document discusses media planning and outlines the key steps in the media planning process. It begins by introducing media planning and its role in message dissemination. It then describes the four main steps in media planning: 1) setting media objectives based on marketing goals, 2) developing a media strategy, 3) designing media tactics, and 4) evaluating the media plan's effectiveness. As an example, it outlines Procter & Gamble's $200 million media campaign to launch the Gillette Fusion shaving system, including their target audience and communication goals.
Media planning and Buying
Media planning is the process of deciding how to effectively communicate marketing messages to a target audience. It involves analyzing the market, evaluating media channels, and determining objectives, strategies, and tactics. The key functions are conducting research, setting goals and strategies, choosing a media mix, and making the actual purchases. Media planners work with media buyers, who negotiate prices and monitor vehicles, to select the best options within the budget to meet advertising and business objectives.
Media planning (imc)
The document summarizes key aspects of developing an effective media plan, including defining media planning, outlining the components and steps involved, and addressing common challenges. It notes that a media plan aims to communicate messages to the right audience through the best and most effective media channels. Developing a plan involves analyzing the target market, establishing objectives, creating a media strategy and mix, implementing the plan through media buying, and evaluating effectiveness. The goal is to maximize exposure and reach objectives while minimizing costs.
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Media Planning
The document discusses advertising budgets, media planning, and media research. It defines advertising budget as the amount of money allocated for promoting a product through advertising. It lists factors to consider like competition, product life cycle stage, and market share. It also describes common methods for setting advertising budgets such as affordable, percentage of sales, and competitive parity. The document then explains that media planning is the process of selecting media outlets for paid advertisements. Key steps include marketing analysis, determining objectives and strategies, and evaluating the plan. Finally, it outlines different types and methods of media research, including surveys, interviews, and internet research.
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The document outlines key considerations for developing an effective media planning manual and strategy. It discusses setting media objectives and strategies to achieve goals and gain competitive advantage. Some of the essential elements that must be considered in developing the media strategy and plan include understanding the target market, competitors, and strengths/limitations of different media. The strategy must balance reaching audiences with adequate frequency while working within budget constraints.
Role of a media planner
A media planner works within advertising agencies to develop strategies that maximize clients' advertising budgets and ensure campaigns reach target audiences effectively. They apply knowledge of media platforms to identify the most appropriate medium for each client and campaign. Media planners work on preparing proposals, researching audiences, analyzing data, and implementing campaigns through recommendations on timing, location, and media type. The role may also involve managing budgets, evaluating effectiveness, and maintaining client relationships.
Media Planning
The document discusses the key aspects of the media planning process. It begins by defining media planning as a series of decisions to deliver promotional messages to prospective customers through various media options. It then outlines the basic components of a media plan, including objectives, strategies, media choices, and scheduling. The document also describes the steps in media planning such as collecting market information, setting objectives, developing strategies, selecting media classes and vehicles, and evaluating outcomes. Additionally, it covers factors that influence planning like budgets, markets, and competition, as well as terminology used in media planning.
Media planning
Here are the key terms defined in this chapter:
- Media/Medium/Vehicle - Broad terms used to describe communication channels. Medium refers to a type (e.g. radio) and vehicle is a specific carrier (e.g. a radio station).
- Audience/Coverage/Composition - Metrics used to describe who sees/hears media. Audience is the number or percentage exposed. Coverage is the reach of a single exposure. Composition describes demographics of the audience.
- Ratings/Circulation - How media audiences are measured. Ratings refer to the percentage of a target audience for broadcast media. Circulation is the number of copies for print media.
- Above-the-line/Below
Media planning
The document discusses media planning and outlines the key steps in the media planning process. It begins by introducing media planning and its role in message dissemination. It then describes the four main steps in media planning: 1) setting media objectives based on marketing goals, 2) developing a media strategy, 3) designing media tactics, and 4) evaluating the media plan's effectiveness. As an example, it outlines Procter & Gamble's $200 million media campaign to launch the Gillette Fusion shaving system, including their target audience and communication goals.
Media planning and Buying
Media planning is the process of deciding how to effectively communicate marketing messages to a target audience. It involves analyzing the market, evaluating media channels, and determining objectives, strategies, and tactics. The key functions are conducting research, setting goals and strategies, choosing a media mix, and making the actual purchases. Media planners work with media buyers, who negotiate prices and monitor vehicles, to select the best options within the budget to meet advertising and business objectives.
Media planning (imc)
The document summarizes key aspects of developing an effective media plan, including defining media planning, outlining the components and steps involved, and addressing common challenges. It notes that a media plan aims to communicate messages to the right audience through the best and most effective media channels. Developing a plan involves analyzing the target market, establishing objectives, creating a media strategy and mix, implementing the plan through media buying, and evaluating effectiveness. The goal is to maximize exposure and reach objectives while minimizing costs.
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This document discusses key media concepts for setting media objectives, including impressions, reach, and frequency. It defines impressions as an individual's exposure to an ad. Reach is the number of unduplicated households or people exposed to a program or commercial at least once. Frequency is the average number of times a household or person views a program, station, or commercial during a period. Examples are given for setting reach and frequency goals based on factors like the product life cycle, target market breadth, and purchasing cycle. Other key concepts covered are media planning to identify media options and media budgeting to negotiate costs.
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PICTURE credits: Google.com, Pinterest.com
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The document outlines the process of developing a media plan, including defining media objectives and strategies. It discusses evaluating different media alternatives based on their pros and cons for reaching the target audience. The goals are to gain maximum exposure while being efficient with the budget. Television, radio, newspaper, magazine and outdoor media are assessed in terms of their effectiveness for different types of advertising campaigns and media strategies.
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This document discusses media planning and media characteristics for advertising. It includes:
1. An overview of media planning process and key considerations like target audience, markets, reach and frequency.
2. Descriptions of different media types like television, print, radio and their advantages and disadvantages.
3. Statistics on top advertisers in India and their advertising spending across different media segments.
4. Issues to consider in media planning like lack of information, time pressures and measurement challenges.
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Media planning involves making a series of decisions to determine the best way to deliver advertisements to a brand's target audience. This includes defining the target audience, determining reach and frequency goals, selecting appropriate media and vehicles, and scheduling placements. Key terms in media planning include target audience, demographics, psychographics, socio-economic class, media/vehicles, ratings, gross rating points, reach, average frequency, and channel share. Media are broadly categorized, while vehicles are specific placements within each medium.
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Media planning is generally the task of a media agency and entails finding media platforms for a client's brand or product.
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The document provides an overview of advertising media planning. It discusses how media planning determines which media channels to use to disseminate advertising messages to reach the desired target audience. Media planners consider both traditional media like TV and print as well as new media like digital and social media. Their role has expanded to integrate different media channels and consider both planned advertising as well as unpaid brand exposure through word-of-mouth marketing. The document then outlines the four-step media planning process of setting objectives, developing a strategy, designing tactics, and evaluating effectiveness.
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The document discusses media planning and strategy. It defines key terminology used in media planning like medium, media vehicle, reach, coverage, and frequency. It outlines the activities involved in developing a media plan including situation analysis, marketing strategy, creative strategy, setting media objectives, determining media strategy, selecting broad and specific media classes, developing the media plan, and considerations like budget, target market coverage, and reach versus frequency. It also briefly discusses the role of computers in assisting with market analysis and media strategy development.
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Presentation marketing strategy and media planning
Presentation marketing strategy and media planningWilderness Adventure Camp at Pulau Tuba, Langkawi by Halim Mazmin
This document outlines a strategic media management course covering various topics related to media planning including situation analysis, marketing strategy, competitive analysis, data analysis, and managing media planning and buying. It provides details on each topic, such as the components of a situation analysis, how to develop marketing objectives and strategies, sources of competitive media expenditure data, tools for analyzing data, factors that influence international competitiveness, and media planning software.Media Considerations
This document provides an overview of key considerations for developing an effective media plan. It discusses defining objectives and desired results, targeting the appropriate audience, determining optimal timing and messaging, and selecting appropriate media vehicles. The document emphasizes that defining the right audience is crucial, as reaching the wrong people will undermine the media plan's success regardless of other elements. It also notes that all potential media channels should be evaluated based on their strengths and weaknesses for reaching the target audience.
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In this thesis I will concentrate on analyzing an online campaign of BJP for promoting Naredra Modi as an PM from mission 272 .This campaign name is “Namo”. The campaign is launched in the Gadhi Nager region as a part of a larger advertising campaign and is visible in all India during Gujarat election in 2013.The focus for this thesis is to identify key stages in planning and executing by analyzing this particular online campaign. My intention is to establish how the research and Statistic conducted for the campaign impacted the planning and execution process that in the end lead to the online campaign. With the help of the marketing and advertisement theory and my qualitative studies, I hope to identify if there is an established process for online campaign planning and execution on a high level. At the same time this study will serve as a presentation of the online campaign assets and as a handbook for planning and executing a substantial online campaign.
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Media Planning is a part of Fashion communication. The brand name used in the presentation is hypothetical and pictures so used are just for the sake of supporting it.
PICTURE credits: Google.com, Pinterest.com
The ppt is prepared by Vanjul Jain, Divya Rao, Jjwala Sekar and Arunraj
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The document outlines the process of developing a media plan, including defining media objectives and strategies. It discusses evaluating different media alternatives based on their pros and cons for reaching the target audience. The goals are to gain maximum exposure while being efficient with the budget. Television, radio, newspaper, magazine and outdoor media are assessed in terms of their effectiveness for different types of advertising campaigns and media strategies.
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This document discusses media planning and media characteristics for advertising. It includes:
1. An overview of media planning process and key considerations like target audience, markets, reach and frequency.
2. Descriptions of different media types like television, print, radio and their advantages and disadvantages.
3. Statistics on top advertisers in India and their advertising spending across different media segments.
4. Issues to consider in media planning like lack of information, time pressures and measurement challenges.
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Media planning involves making a series of decisions to determine the best way to deliver advertisements to a brand's target audience. This includes defining the target audience, determining reach and frequency goals, selecting appropriate media and vehicles, and scheduling placements. Key terms in media planning include target audience, demographics, psychographics, socio-economic class, media/vehicles, ratings, gross rating points, reach, average frequency, and channel share. Media are broadly categorized, while vehicles are specific placements within each medium.
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This document discusses media planning and provides information on various aspects of developing an effective media plan. It defines media planning as deciding how advertising time and space in various media will be used to achieve marketing objectives. Several factors that influence media planning are described, including the nature of products, customers, distribution, objectives, and competitors. Theories of media planning covered include media dominance, concentration, and wave theories. Key steps in media planning involve understanding the target audience, factors, geography, objectives, suitable media and mix, scheduling, execution, and evaluation. Objectives for media include reach, frequency, weight, continuity, and cost. The conclusion emphasizes that media planning is a process of making the best decisions to balance trade-offs within a
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Media planning is generally the task of a media agency and entails finding media platforms for a client's brand or product.
The job of media planning involves determining the best combination of media to achieve the marketing campaign objectives.
Media planning, Components of media plan, Media Scheduling, Media Objectives,...
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This document discusses local media planning. It defines key local media like newspapers, radio, magazines, out-of-home, directories, direct mail and new media. It emphasizes matching local media to target markets and conducting local market research. The document provides examples of different local media plans for businesses with different target markets in the same area. It also discusses factors in local media planning like population, economic base, behavior patterns and secondary research sources.
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The document discusses media planning and strategy, including defining key terminology like media planning, objectives, and strategy. It also covers different types of media like broadcast, print, and outdoor advertising. Several factors are important to consider when developing a media plan, such as the target audience, budget, and message complexity. Media selection should also consider the costs and characteristics of different vehicles like television, radio, magazines and their advantages and disadvantages.
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This document discusses media scheduling and advertising agencies. It defines media scheduling as the pattern of advertising represented as plots on a yearly flowchart. It describes models of media scheduling such as continuity, flighting, and pulsing. It also discusses factors that affect media scheduling like buyer turnover and competition. The document defines an advertising agency as a service business that creates, plans, and handles advertising for clients. It describes typical agency structures and workflows, as well as types of specialized agencies.
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The document provides an overview of advertising media planning. It discusses how media planning determines which media channels to use to disseminate advertising messages to reach the desired target audience. Media planners consider both traditional media like TV and print as well as new media like digital and social media. Their role has expanded to integrate different media channels and consider both planned advertising as well as unpaid brand exposure through word-of-mouth marketing. The document then outlines the four-step media planning process of setting objectives, developing a strategy, designing tactics, and evaluating effectiveness.
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The document discusses media planning and strategy. It defines key terminology used in media planning like medium, media vehicle, reach, coverage, and frequency. It outlines the activities involved in developing a media plan including situation analysis, marketing strategy, creative strategy, setting media objectives, determining media strategy, selecting broad and specific media classes, developing the media plan, and considerations like budget, target market coverage, and reach versus frequency. It also briefly discusses the role of computers in assisting with market analysis and media strategy development.
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This document discusses media objectives and strategies. It provides guidelines for writing measurable and actionable media objectives that are derived from marketing objectives and focused on a specific goal. It also discusses how to write strategies that explain how the objective will be achieved through specific tactics. Additionally, it covers determining reach and frequency goals, using CPM and CPP to estimate budgets, and considering the pros and cons of different media types when developing an effective media mix.
Presentation marketing strategy and media planning
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This document outlines a strategic media management course covering various topics related to media planning including situation analysis, marketing strategy, competitive analysis, data analysis, and managing media planning and buying. It provides details on each topic, such as the components of a situation analysis, how to develop marketing objectives and strategies, sources of competitive media expenditure data, tools for analyzing data, factors that influence international competitiveness, and media planning software.Media Considerations
This document provides an overview of key considerations for developing an effective media plan. It discusses defining objectives and desired results, targeting the appropriate audience, determining optimal timing and messaging, and selecting appropriate media vehicles. The document emphasizes that defining the right audience is crucial, as reaching the wrong people will undermine the media plan's success regardless of other elements. It also notes that all potential media channels should be evaluated based on their strengths and weaknesses for reaching the target audience.
Effective planning an online advertising campaign
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The document summarizes key aspects of developing an effective media plan, including defining media planning, outlining the components and steps involved, and addressing common challenges. It notes that a media plan aims to communicate messages to the right audience through the best and most effective media channels. Developing a plan involves analyzing the target market, establishing objectives, creating a media strategy and mix, implementing the plan through media buying, and evaluating effectiveness. The goal is to maximize exposure and achieve marketing goals at minimum cost.
Media planning by_Sachin BS
Media planning is generally the task of a media agency and entails finding media platforms for a client's brand or product to use. The job of media planning involves determining the best combination of media to achieve the marketing campaign objectives.
215114031 advt assignment_presentation
The document discusses media strategy and planning. It defines media strategy as how advertisers seek to achieve media objectives and stand out amid competition. There are four elements of a media strategy: media mix, usage, geographic allocation, and scheduling. Media planning involves selecting media and deciding placement to optimally reach targets. Planners must determine reach, frequency, budget allocation, and factors like seasonality that influence scheduling approaches like continuity, flighting, and pulsing. The goal is maximizing exposure through the most effective media combination.
Media Management
Media planning involves setting objectives for reach, frequency, and weight to deliver messages to target audiences. A media strategy is then developed considering the target, budget, scheduling, creative elements, and weight of delivery across different media. Media buying implements the strategy by selecting specific media vehicles, negotiating placements, and monitoring performance. Research is crucial to the planning and buying processes to understand audiences, costs, and media environment.
Media P&B INTRODUCTION TO MEDIA PLANNING AND SELECTION
Media planning involves selecting appropriate media outlets to place advertisements to achieve marketing objectives. A media planner evaluates options and develops campaigns. Key aspects of media planning include properly selecting media based on the target audience and objectives, allocating budgets, and indicating periods of focus. A media planner's role is to create a coordinated advertising plan within budget. Their job is to decide where, when and how often to place ads to optimize client budgets.
Special studies in marketing 6
The document discusses various aspects of media planning and media buying. It defines key terms like medium, vehicle, media objectives and provides examples. It outlines the advantages and disadvantages of different types of print, broadcast and digital media. The document also describes the process of media planning including setting media objectives based on marketing objectives and factors considered like budget, media selectivity, coverage and flexibility. It highlights some problems in media planning like variety of media choices and time pressures.
IMC UNIT 2 advertisement media prof dr kanchan.pptx
This document discusses advertising media and media planning. It defines advertising media as channels used to promote brands to potential customers. Examples of offline media include newspaper, TV, radio, and posters, while online media includes social media, email marketing, and video. Media planning is selecting the best channels and timing to deliver messages to the right audience. Factors like reach, frequency and cost are considered to maximize impact. The document provides examples of media planning and scheduling strategies used by companies.
Chapter 9 Identifying Market Segments and Targets
- Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Developing an advertising program involves five steps: setting objectives, establishing a budget, choosing the message/creative strategy, deciding on media, and evaluating effects.
- Sales promotion consists of mostly short-term incentive tools designed to stimulate quicker or greater purchase of particular products.
- Events and experiences are a means for companies to become part of special moments in consumers' lives to broaden relationships, but must be properly managed.
- Public relations includes programs to promote or protect a company's image through publications, events, news, community affairs and more at a lower cost than advertising.
Planning an Advertising Campaign
A plan is a "to do" list, a guide to action.
It is an outline that directs a company's advertising effort. It includes planning the Creative Strategy, Media Strategy, Advertising Medium, Advertising Budget and Timeline. This lecture will explain the terms Creative Strategy, Media Strategy, list the several Advertising Medias available to us designers and briefly talk about the budget and timeline.
Advertising
The document presents information on advertising from Arsalan Ahmed. It discusses the 5 Ms of advertising: mission, money, message, media, and measurement. It defines advertising and explains the major advertising decisions, including setting objectives, budget, strategy, and evaluating campaigns. Objectives can be informative, persuasive, comparative, or reminder. Budget factors include product lifecycle, market share, competition, and differentiation. Developing strategy involves creating messages and selecting media based on reach, frequency, and impact. Media types include newspapers, television, radio, magazines, internet, and mobile. Campaigns are evaluated on message communication and market coverage.
media plan for student.ppt
The document discusses various aspects of media planning such as defining media and vehicles, the media planning process, developing a media plan, establishing media objectives, and implementing media strategies. It provides details on key considerations for media planners like targeting appropriate media types and vehicles to reach the target audience, determining optimal scheduling, and balancing reach versus frequency given budget constraints. Evaluation of media plan performance is also emphasized.
Establishing Objectives and Budgeting for your Promotional Program
An overview of how to develop budget-friendly promotional objectives and apply them to an integrated marketing communications plan.
Lecture 2 - Planning
The document provides an overview of advertising planning. It discusses key aspects of planning including the creative strategy, media strategy, budget, and timeline. The creative strategy establishes the advertising goals and message. The media strategy selects appropriate media technologies to reach the target audience. The budget allocates money across selected media options. The timeline is an action plan that schedules all campaign phases and tasks. The document emphasizes that thorough planning is essential for an effective advertising campaign.
Media selection in advertising
The document discusses factors to consider when selecting media for advertising. Key factors include knowing where the target audience can be reached, whether the audience is educated, which media they commonly use, and fitting the budget. Proper media selection depends on the target audience, product, location, timing, and budget. Choosing the right media is important to make the advertisement effective and successful at increasing customers and profits.
Replica the main function of an advertising media plan pp slides
The document discusses the main functions of an advertising media plan, which are to create an advertising campaign that achieves strategic marketing objectives by choosing suitable media channels and identifying specific advertising tactics for those channels. It explains that the plan defines objectives, selects media to meet those objectives, and details tactics for the chosen media given their limitations.
Special studies in marketing 5
This document discusses key aspects of marketing communications and advertising. It covers communication principles like the communication process, feedback, and effective communication steps. It also discusses advertising topics such as advertising agencies, types of ads, and integrated marketing communication. The document provides information on communication channels, target audiences, and determining communication objectives.
Aamir abbasi IoBM
This document provides an introduction to media strategy and planning. It discusses key concepts like reach, frequency, and advertising cycles. It explains that a media plan balances reach, frequency, and number of advertising cycles based on a fixed budget. Increasing one requires decreasing the others, like a balloon with three ears. The document also discusses factors that influence frequency, such as marketing, creative, and media considerations. It outlines different scheduling methods and how they relate to purchase cycles. Finally, it poses questions that media planners should consider when developing a strategy to maximize value and positioning.
Creating a media plan
1. Media planning involves selecting the right media vehicles to direct marketing messages to targeted consumer audiences. This includes choosing between types of media like TV, radio, print, and non-traditional outlets.
2. When developing a media plan, factors to consider include the target market, product distribution channels, advertising budget, competitive strategies, desired messaging attributes, and metrics like reach, frequency and continuity of scheduling.
3. An effective media mix and schedule must account for seasonality, opportunities for synergies with other promotional activities, and cost efficiency considerations.
Public relations objectives and strategies used in a range of planned busines...
Tourism Australia implemented a public relations campaign to promote tourism to Australia. The campaign involved 5 stages: 1) Establishing objectives to increase tourism using a SMART framework, 2) Identifying target publics of international travelers and Australians, 3) Developing strategies and tactics using various media outlets, 4) Implementing an action plan to schedule activities, and 5) Evaluating results by measuring if attitudes and travel intentions changed compared to before the campaign. Specifically, Tourism Australia sought to increase the number of travelers intending to visit Australia in the next 12 months.
Elements, role & socio economic effects of advt
The PPT discusses about the Elements of Advt. Process of Advertising & its socioeconomic effects on society
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Media P&B INTRODUCTION TO MEDIA PLANNING AND SELECTION
Media P&B INTRODUCTION TO MEDIA PLANNING AND SELECTION
IMC UNIT 2 advertisement media prof dr kanchan.pptx
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Replica the main function of an advertising media plan pp slides
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Media planning
- 3. • Media planning is the process of identifying and selecting media outlets – mainly newspapers, magazines, websites, TV and radio stations, and outdoor placement – in which to place paid advertisements. • The person responsible for evaluating the many media options and strategizing campaigns to support a particular product, service, or brand is called a media planner.
- 4. Elements Of Media Plan • Marketing Objective 1. Business/ Sales objectives 2. Strategies for upcoming year 3. Initiatives 4. Research/Industry trends
- 5. Media Objective • Who? Define target audience • How often? 1. Communication goals 2. Reach/Frequency 3. Continuity/Flighting/Pulsing • Budget consideration
- 6. Media Strategies • Where? Geography and markets • When? Timing and seasonality • What? Media (Mix Channels)
- 7. Media Tactics & Media Selection • Digital • Radio • Magazines • TV & Cable • Newspapers • Out-of-home
- 8. Plan & Recommendation • Execute • Evaluate • Adjust if needed
- 9. Media Planner • A media planner’s job is to develop a coordinated plan for a particular client’s advertising budget. • They decide where, when, and how often to feature a specific ad. The more the planner can optimize – meaning stretch – a client’s budget to reach the largest number of people, the better his or her odds of seeing results. • The whole purpose of advertising is to make potential customers aware of a company’s products or services and to persuade them to buy them.