In: Root » Business » Advertising
Media planning ( is establishing the media vehicles to be used in advertising. This can be tricky especially for small firms on limited budgets. If your company only services a small area a large-market television and newspaper campaign may be too expensive. Magazines are generally do not focus on a local area. Metropolitan radio stations may present the same issues as large-market TV and newspapers. This is why it is important to have a media plan for your advertising campaign. The components of a media plan are: Define the market issue. Do you know what markets offer the best opportunities? Do you know where your business comes from? Do you know where the potential for increasing your business lies? How often is your product used and how loyal are your customers? Do you need to focus on a select group of customers? Define attainable media objectives (by translating the market requirements. Do you want to get the most out of your money by reaching a lot of people in a wide area? If so, then the mass media of radio and newspapers may be the way to go. If you want to target a select group you may want to initiate a direct mail campaign. Formulate media strategies by defining a media solution. Different media have different schedules that have been proven to work. Print ads must run for three times before being noticed. Certain periods of the day are more effective in radio advertising. When developing a marketing plan you want to consider the following advertising media: direct mail, newspapers, magazines, radio, television, billboards, yellow pages, public transportation, specialty advertising, handouts, brochures, newsletters and other avenues. You want to determine the percentage of people you wish to reach and how often you need to target your audience. Determine what it costs to reach one thousand prospective customers. Then you can determine how much it will cost to reach one percent of your target audience. Reach and frequency are very important aspects of an advertising plan. You use them to determine what produces the best results relative to your objectives. The author recommends Mindshare for media planning ( medieplanlaegning ), media optimization ( medieoptimering ) and media strategy ( mediestrategi ). Mindshare is tomorrow's media bureau. Mindshare creates and optimizes contact with consumers.
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