Companies want to increase sales are create more market presence and Media planning is tasked with to achieve this. Finding the right media platforms for a client's brand or product is the most important thing and the job of media planning tools is to determine the best combination of media to achieve the marketing campaign objectives.
In the process of strategizing a media planner needs to answer the following questions:
• Volume of audience which can be reached through the various media?
• On which media platform the ads are placed?
• Frequency of the ads placed?
• How to know which medium money should be spent more?
The problem comes how to manage media planning when small firms with limited budgets want to expand. Big companies can pay lot of money for television and newspapers which are expensive. So for a small company with limited service area local newspapers can be used. Magazines can be used for local, if some national publications offer regional or city editions. But Metropolitan radio stations TV present huge problems, so for smaller markets, the local radio station and newspaper should suffice.
But this is old school. With so many people online these days the best medium is to promote your product is through the net or social media which is not that expensive but the power of other mediums is still quite strong. You can create the most important stage of advertising is not the Message creation as many think; rather it is the art of message distribution. The basic tenet of advertising is – you can’t sell a bad product with good advertising. Having said that, it is also true that even if the advertising message is good and the product is all quite competitive, yet poor media planning can cause severe damage to the product or brand being advertised. So crucial are effective Social Media planning services for a business.
Common Media platforms
• Newspapers and magazines
• Television & Radio
• Social Media
• Outdoor billboards
• Search engine marketing
Things to consider before comparing various ad platforms
• How many individuals you can reach to promote through media scheduled over a period of time to promote a product which.
• Using specific media, how to target individuals
• Cost of reaching thousand prospective customers to conclude a publication's cost per thousand,
• the medium which you have chosen is attracting the right audience
Media Strategy
When it comes to strategy Media Planners need to make 3 crucial decisions: where to advertise (location), when to advertise (timing), and what media categories to use (media mix). These decisions have often had to be made with budget constraints. The money that an advertiser spends on marketing communications can vary from hundreds of millions to a few thousand dollars. It would depend from company to company how much they want to spend and it may vary from 1% to more than 10% of revenues on advertising, which completely depends on the nature of their business.
Mix Strategy: Media Concentration vs. Media Dispersion
A media planner's first media mix decision is to choose between a media concentration approach or a media dispersion approach. Media concentration uses fewer media options and greater spending per category. This allows the media planner create higher frequency and repetition within that one media category.
Media Category Selection
Different media platforms suit different media objectives. There are three categories for media selection mass media, direct response media, and point-of-purchase media. A media planner's option will depend on the media objectives. If the media planner wants to create extensive awareness about a brand, then he or she will pick mass media such as television, radio, newspaper and magazine. If the media planner wants to build a relationship with a customer or encourage an immediate sales response, then direct response media such as direct mail, the Internet and mobile phone are good choices.
Finally there are three things one has to keep in mind.
1. Reach Considerations
The planned level of reach affects not only media mix decisions but also what media platforms are used in each media category.
2. Frequency Considerations
High levels of frequency in effect can be achieved through advertising in a smaller number of media platforms to elevate audience duplications within these media platforms.
3. Media Vehicle Characteristics
With reach and frequency in mind, media buyers will also have to weigh against media vehicles in terms of both quantitative and qualitative characteristics.
In the process of strategizing a media planner needs to answer the following questions:
• Volume of audience which can be reached through the various media?
• On which media platform the ads are placed?
• Frequency of the ads placed?
• How to know which medium money should be spent more?
The problem comes how to manage media planning when small firms with limited budgets want to expand. Big companies can pay lot of money for television and newspapers which are expensive. So for a small company with limited service area local newspapers can be used. Magazines can be used for local, if some national publications offer regional or city editions. But Metropolitan radio stations TV present huge problems, so for smaller markets, the local radio station and newspaper should suffice.
But this is old school. With so many people online these days the best medium is to promote your product is through the net or social media which is not that expensive but the power of other mediums is still quite strong. You can create the most important stage of advertising is not the Message creation as many think; rather it is the art of message distribution. The basic tenet of advertising is – you can’t sell a bad product with good advertising. Having said that, it is also true that even if the advertising message is good and the product is all quite competitive, yet poor media planning can cause severe damage to the product or brand being advertised. So crucial are effective Social Media planning services for a business.
Common Media platforms
• Newspapers and magazines
• Television & Radio
• Social Media
• Outdoor billboards
• Search engine marketing
Things to consider before comparing various ad platforms
• How many individuals you can reach to promote through media scheduled over a period of time to promote a product which.
• Using specific media, how to target individuals
• Cost of reaching thousand prospective customers to conclude a publication's cost per thousand,
• the medium which you have chosen is attracting the right audience
Media Strategy
When it comes to strategy Media Planners need to make 3 crucial decisions: where to advertise (location), when to advertise (timing), and what media categories to use (media mix). These decisions have often had to be made with budget constraints. The money that an advertiser spends on marketing communications can vary from hundreds of millions to a few thousand dollars. It would depend from company to company how much they want to spend and it may vary from 1% to more than 10% of revenues on advertising, which completely depends on the nature of their business.
Mix Strategy: Media Concentration vs. Media Dispersion
A media planner's first media mix decision is to choose between a media concentration approach or a media dispersion approach. Media concentration uses fewer media options and greater spending per category. This allows the media planner create higher frequency and repetition within that one media category.
Media Category Selection
Different media platforms suit different media objectives. There are three categories for media selection mass media, direct response media, and point-of-purchase media. A media planner's option will depend on the media objectives. If the media planner wants to create extensive awareness about a brand, then he or she will pick mass media such as television, radio, newspaper and magazine. If the media planner wants to build a relationship with a customer or encourage an immediate sales response, then direct response media such as direct mail, the Internet and mobile phone are good choices.
Finally there are three things one has to keep in mind.
1. Reach Considerations
The planned level of reach affects not only media mix decisions but also what media platforms are used in each media category.
2. Frequency Considerations
High levels of frequency in effect can be achieved through advertising in a smaller number of media platforms to elevate audience duplications within these media platforms.
3. Media Vehicle Characteristics
With reach and frequency in mind, media buyers will also have to weigh against media vehicles in terms of both quantitative and qualitative characteristics.