MEDIA PLANNING

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MEDIA PLANNING by Mind Map: MEDIA PLANNING

1. Is generally the task of a media agency

1.1. entails finding the most appropriate media platforms for a client's brand or product

1.2. entails finding the most appropriate media platforms for a client's brand or product

2. Job

2.1. involves several areas of expertise

2.2. that the media planner uses to determine what the best combination of media is

2.3. to achieve the given marketing campaign objectives.

3. In the process of planning

3.1. the media planner needs

3.1.1. answer questions such as

3.1.1.1. 1. How many of the audience can I reach through different media?

3.1.1.2. 2. On which media (and ad vehicles) should I place ads?

3.1.1.3. 3. Which frequency should I select?

3.1.1.4. 4. How much money should be spent in each medium?

3.2. the media planner then comes to an optimum media plan

3.2.1. that enables him or her to deliver on the client's objectives.

4. Type of advertising

4.1. Choosing which media or type of advertising to use

4.2. sometimes is tricky for small firms with limited budgets and know-how.

4.3. Large-market television and newspapers

4.3.1. are often too expensive for a company that services only a small area

4.4. Magazines

4.4.1. usually cover too much territory to be cost-efficient for a small firm

4.5. Metropolitan radio stations

4.5.1. present the same problems as TV and metro newspapers

4.5.2. in smaller markets, the local radio station and newspaper may sufficiently cover a small firm's audience

5. Components of a media plan

5.1. Defining the marketing problem

5.2. Translating the marketing requirements into attainable media objectives.

5.3. Defining a media solution by formulating media strategies.

6. Include

6.1. Television

6.2. Radio

6.3. Newspapers

6.4. Magazines

6.5. Outdoor billboards

6.5.1. When comparing the cost of advertising media, consider the following factors:

6.5.1.1. Reach

6.5.1.1.1. Reach and frequency are important aspects of an advertising plan

6.5.1.2. Frequency

6.5.1.3. Cost

6.5.1.4. Impact

6.5.1.5. Selectivity

6.6. Yellow pages

6.7. Pages Direct mail

7. Increase Reach

7.1. you'd include additional media in your plan or expand the timing of your message.

7.1.1. Example

7.1.1.1. if you're only buying "drive time" on the radio, you might also include some daytime and evening spots to increase your audience

8. Increase Frecuency

8.1. you'd add spots or insertions to your existing schedule

8.1.1. Example

8.1.1.1. if you were running three insertions in a local magazine, you'd increase that to six insertions so that your audience would be exposed to your ad more often.

9. Importance of frequency

9.1. is important because it takes a while to build up awareness and break through the consumer's selection process.