Media Planning

Media Planning

Media Planning Jonathan Poland

Media planning involves the strategic selection and scheduling of various media channels and platforms to deliver advertising messages to a target audience. It requires careful analysis of the target audience, the goals of the advertising campaign, and the available media options. Media planning is a complex process that requires expertise in market research, advertising strategy, and media buying.

Oftentimes, companies choose to outsource media planning to a media agency or utilize semi-automated software tools to assist in the process. Media agencies are specialized firms that provide a range of services related to media planning and buying, including market research, strategy development, and negotiations with media outlets. Semi-automated tools, on the other hand, can help companies streamline the media planning process by providing data-driven recommendations and automating certain tasks such as budget allocation and ad placement.

Effective media planning is essential for maximizing the reach and impact of advertising campaigns. It requires a deep understanding of the target audience and the media channels that are most likely to reach and engage them. By carefully selecting and scheduling media placements, companies can ensure that their advertising messages are delivered to the right people at the right time, ultimately driving more conversions and sales. The following are common elements of media planning.

Objectives:
Defining goals, strategy and marketing objectives. In other words, what are you trying to achieve and how will it be measured?

Cost:
Planning budget and cost targets such as cost per thousand or cost per point.

Target Audience:
Defining your target audience including geographical targeting such as local marketing.

Media Mix:
Selecting appropriate communication and media channels based on factors such as your brand, product and creatives.

Vehicles:
Selecting specific media properties in each media channel.

Mood:
Considering the impact of a message relative to the surrounding media.

Creative Execution:
Planning the ads that will be used for each communication, media channel and vehicle. Involves consultation with the creative team that produced the ads.

Reach:
The percentage of your target audience that you would like to reach in a period of time.

Frequency:
How many times the same individual is exposed to the same ad or campaign.

Scheduling:
Timing ads for impact and to manage cost.

Flexibility:
Media planning often leaves room for flexibility to respond to market conditions as they unfold. For example, timing and selection of vehicles may be automated for digital channels to optimize based on results.

Control & Measurement:
Identifying controls and measurements.

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