Media Planning – is an important part of any process of product promotion in the market, whether it is a new and unknown product or brand popular.
The basics of media planning imply a sound approach to the creation, placement and promotion promotional messages through traditional mass media and other
Distribution channels. In other words, it is a complex of measures allowing to distribute the advertising budget in such a way as to achieve maximum benefit in accordance with the main objectives underlying the campaign. In addition, media planning — is one of the stages of the process the General organization of activities of any company, but at the same time, this process is not only choosing the most effective means of advertising messages, but also the multifaceted activities of the psychological and economic reinforcement of all ongoing campaigns. Only at observance of these rules, you can count on maximum efficiency.
The concept of media planning is to draw up a media plan that considers advertising in the media with the view of achieving maximum efficiency.
Before you start planning your marketing campaign, you must determine the primary and secondary objectives. Traditionally, the main is to promote service or product to the market, stimulate sales growth, increase of brand awareness or consumer loyalty to a product or brand, the formation of the image of the product, company or person. Goals are expressed in concrete terms (numbers or percentages) that can be characterized by the level of sales, loyalty or awareness of target audience as well as response from potential customers. After formulation of the tasks, you can start writing the plan.
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The Plan consists of the following items:
- the Full description of the selected type of advertising.
As a rule, this item is the most extensive. Here you can select the approach to solving the advertising problem (whether is rational or emotional), character of planning of the advertising campaign (media and non-media complex), the filing of an advertising message (soft or hard form), the degree of use of an image of a promotional product (direct, indirect, hidden), etc.
All these settings are determined by the product life cycle and awareness of the main part of the target audience about the product or service, the desired end result and budget.
This section describes the type of advertising based on the channel location will be used to implement the plan. This can be printed materials, video or audio clips, exhibition or PR campaign.
In the same paragraph shall include all private features, including parameters of the target audience, the nature of the object of advertising, its geographic distribution and intensity of pressures on the consumer.
- Definition of the channel or channels of distribution.
Classic media, Internet advertising, BTL, etc.
- Definition term.
In addition to the total duration of all events, the paragraph implies scheduling broadcast commercials on TV or radio, showing the date of publication in printed form, terms of participation in exhibitions and other temporal characteristics of the campaign.
- definition of the cost of an advertising campaign.
In this part of the plan to paint all the financial costs for the creation, placement and promotion messages.
- Define payment methods.
To Pay for advertising space can be a batch method, a one-off, barter, on the basis of sponsorship, etc.
The Effectiveness of an advertising campaign is determined by the rate of achievement of goals.
The Task of media planning include the following:
- analytical activities (definition of all parameters of the target audience, market situation, competitors, marketing opportunities, etc.);
- the statement of objectives of an advertising campaign;
- planning stages and the installation time frame for their implementation;
- define the channels of distribution of advertising messages;
- define the desired performance based on basic indicators of media planning;
- budget allocation.
Media Planning in advertising can be theoretical and practical. The complex theoretical part includes the calculation of indicators of efficiency of an advertising campaign, the data collection and processing all the secondary parameters on the basis of modern statistical methods.
The Practical part involves more direct work with companies-clients, implementation and support of all planned activities within the framework of the campaign. A qualitative approach to practical planning helps to save the budget, to achieve all the goals. Thanksthese studies, promotional messages are divided into categories according to the duration of campaigns, product groups, display time, which further ensures the most competent approach to the creation of the media plan.
- or value Rating TVR – the percentage of the entire target audience that saw a unit of media events in a certain moment, to the one who could see her.
- Reach & Cover (scope and coverage) – the figure for the total number of people who were able to see or hear an advertising message in a campaign.
- TRP-total rating calculated for a given target category.
- OTS – an indicator of the potential number of times that this message could be seen.
- GRP – the sum of ratings of all exits of advertising messages in all media for one campaign.
- Frequency (contacts are clean) – the number of advertising messages to contact each person from the intended target audience.
- Index T/U (index of conformity) – percentage of the audience of the publication from the target group to the General audience of the publication.
- CPP – the cost of the item rating, the cost of his achievement.
- CPT – an index of the cost of thousands of contacts.
One of the newer elements of media planning is to advertise on the Internet. In this context, the Internet can be considered as one of the venues for placement of advertising messages. With its popularization and extensive penetration into our daily lives it has become almost one of the key points included in the planning. Examples of the use of this distribution channel is diverse. It can be contextual advertising, and banner placement, pop-up and more. Media planning – is a complex of actions of advertising character, a sensible approach which is a fundamental component of successful promotion of the product.
Media planning is an important part of any promotional activities. And well-written media plan is key to the success of achieving their goals. How does media planning work? For example, consider the scheduling of the advertising message about the upcoming event on the radio. We need to inform the public about the opening of a supermarket. Before we will be able to determine which radio station will be our platform for posting, you need to analyze the target audience and to understand if it fits our criteria.
As a rule, the opening of the supermarket is more interested in family, people of any age. More such advertising is designed for a female audience. So, on this basis, we are interested in radio stations that target women. This audience will be divided into two segments: Housewives and working ladies. And those and others listen to the radio during the day while doing work in the office or at home, so to spend money on more expensive time in Prime time makes no sense. Here, greater efficiency can be achieved through frequency of repetition. To save money, you can also refuse advertising at the weekend or to minimize the number of iterations.
Traditionally, advertising on radio is better to start at least two weeks before the official event. In the media plan this report is mandatory because it is the number of days multiplied by the number of repeats for one of them, determines the amount of basic expenses. In point of cost, you must also specify the cost of establishing the advertisement.
To optimize the cost of advertising campaign, you can also offer radio stations a full or partial barter. For example, you can offer them a stream in your supermarket for a certain period of time. In turn, they may agree to reduce the cost of a single spot (airing) for your audio, or to place your ad for free.
After the advertising campaign is determined by its effectiveness in accordance with stated goals and their level of achievement.
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