Media
Media: Most of the budget
First, advertising media take up most of the advertising budget. Media time and space are expensive: in a typical advertising campaign, the media costs account for 80 to 85 percent of the advertising budget; the remaining 15 or 20 percent covers research, message, production, evaluation, and profits for the advertising agency.
Advertising media control the bulk of adverting budget, therefore they spend sufficient time and efforts making sure that the media plans are sensible and that the media selection and purchases are relevant and efficient.
Typical Allocations for a Consumer Adverting Campaign
A typical advertising campaign budget is divided up for a variety of needs and purposes. Here is a sample advertising budget from a campaign to promote a consumer packaged good. BUDGET ITEM | BUDGET ALLOCATION (%) | Research, pre-campaign, and post-campaign evaluation | 3-6 | Message development | 5-8 | Advertising media | 80-85 | Production | 4-7 | Overhead, administration, agency profits | 1-3 |
Source: Advertising Research Foundation. 2002
Media Are Critical to Success of the Brand
Obviously, then, advertising media are critical to advertising success. Advertising success brings with it the achievement of the marketing goals: more sales, positive opinions, increased awareness, word-of-mouth recommendations, competitive advantages, or whatever your goals may happen to be. Accomplishing those goals makes your brand successful, and hanging on that brand success is your success as a brand manager, or as an account executive or supervisor or administrator.
It is the job of the media planner to answer the questions like what competition is doing, who are being targeted, what media are going to be used and why, where it will run, and when it will run, How many of the target audience will see the campaign and how often they will see it and to develop a plan that delivers the creative message to the target as effectively and
First, advertising media take up most of the advertising budget. Media time and space are expensive: in a typical advertising campaign, the media costs account for 80 to 85 percent of the advertising budget; the remaining 15 or 20 percent covers research, message, production, evaluation, and profits for the advertising agency.
Advertising media control the bulk of adverting budget, therefore they spend sufficient time and efforts making sure that the media plans are sensible and that the media selection and purchases are relevant and efficient.
Typical Allocations for a Consumer Adverting Campaign
A typical advertising campaign budget is divided up for a variety of needs and purposes. Here is a sample advertising budget from a campaign to promote a consumer packaged good. BUDGET ITEM | BUDGET ALLOCATION (%) | Research, pre-campaign, and post-campaign evaluation | 3-6 | Message development | 5-8 | Advertising media | 80-85 | Production | 4-7 | Overhead, administration, agency profits | 1-3 |
Source: Advertising Research Foundation. 2002
Media Are Critical to Success of the Brand
Obviously, then, advertising media are critical to advertising success. Advertising success brings with it the achievement of the marketing goals: more sales, positive opinions, increased awareness, word-of-mouth recommendations, competitive advantages, or whatever your goals may happen to be. Accomplishing those goals makes your brand successful, and hanging on that brand success is your success as a brand manager, or as an account executive or supervisor or administrator.
It is the job of the media planner to answer the questions like what competition is doing, who are being targeted, what media are going to be used and why, where it will run, and when it will run, How many of the target audience will see the campaign and how often they will see it and to develop a plan that delivers the creative message to the target as effectively and