Media Planning Strategy
Introduction
The purpose of media planning is to reach a target audience in an efficient and effective manner. Media planners have to consider many different factors when developing a media plan. These factors include the type of target audience, the message to be delivered, the costs associated with reaching the target audience, and the media channels available to reach them. This article will discuss the key considerations to be made when creating a media plan, such as planning objectives, media budget, and media channels.
Planning Objectives
Before creating a media plan, it is important to identify the objectives of the plan and how they will be measured. The aim should be to reach the target audience with the message and to evaluate the success of the campaign. It is also important to set tangible objectives, such as increases in sales, brand awareness or website traffic, that can be measured against the media plan.
Media Budget
Once the objectives of the media plan have been established, the media budget must be set. The media budget should be based on the audience size and the cost effectiveness of different channels. The budget will also be influenced by factors such as the reach and frequency of each media channel and the promotional budget allocated. Once the budget has been determined, it should be allocated across different media channels to reach the target audience.
Media Channels
Once the objectives and budget have been established, media planners must decide which media channels they will use to reach the target audience. The media channels selected should be based on the demographics of the target audience, the type of message they are trying to convey, and the cost effectiveness of each channel. Media channels can include traditional media such as television, radio and print, as well as more modern channels such as digital media, social media, and mobile applications.
Media Mix
Once the media channels have been decided upon, the plan can be developed and the media mix established. The media mix will include all of the different channels used in the media plan and how they are weighted and combined to produce the optimal outcome. It is important to consider the reach, frequency, and cost of each channel, as well as how each channel will contribute to the overall success of the campaign.
Conclusion
Media planning is an essential part of any advertising or marketing campaign. It is important to consider the objectives, budget, channels and media mix when establishing a media plan. By considering all of these factors, media planners can create a plan that is cost effective, reaches the target audience, and communicates the desired message.
