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. In the process of planning the media planner needs to answer questions such as: How many of the audience can be reached through the various media? On which media (and ad vehicles) should the ads be placed?
How frequent should the ads be placed?
How much money should be spent in each medium?
Choosing which media or type of advertising to use is sometimes tricky for small firms with limited budgets and know-how. Large-market television and newspapers are often too expensive for a company that services only a small area (although local newspapers can be used). Magazines, unless local, usually cover too much territory to be cost-efficient for a small firm, although some national publications offer regional or city editions. Metropolitan radio stations present the same problems as TV and metro newspapers; however, in smaller markets, the local radio station and newspaper may sufficiently cover a small firm's audience. Contents
1 Components of a media plan
2 Advertising media includes
3 Factors to consider when comparing various advertising media 4 Frequency
Components of a media plan
Define the marketing problem. Where is the business coming from and where is the potential for increased business? Does the ad need to reach everybody or only a select group of consumers? How often is the product used? How much product loyalty exists? Translate the marketing requirements into media objectives. Must the ad reach people in a wide area? Then mass media, like newspaper and radio, might work. If the target market is a select group in a defined geographic area, then direct mail could be best. Define a media solution by formulating media strategies. For example, the rule of thumb is that a...
Please join StudyMode to read the full document