Advertising Media Planning

Advertising Media Planning

Billion-Dollar Advertising Darlings

The value of great advertising media planning is becoming more evident every day.  A strong ad campaign can help propel new brands with very little product differentiation, like DollarShaveClub.com and Box.com, into being billion-dollar Wall Street darlings in record time.

So how can the average business owner or marketing manager – with regular advertising budgets – use advertising media planning to grow in this crazy economy? The same way the big dogs do – only scaled down to be practical to the individual business.

But remember – if you think you can compete without advertising – you should probably think again.  It is a very rare business that survives, much less thrives, without promoting itself in today’s competitive economy.

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Advertising Media Planning in the Digital Age

With the advent of digital advertising tools, advertising media planning strategies are getting more data driven and measurable.

The goal of advertising media planning is to help with the client’s sales objectives, which typically include: increasing share of market, product consumption rates, product sales volumes, etc.

Two of the primary components that need to be taken into consideration:

  • The advertising message that will be used
  • Mediums which will be used to promote that message 

1. Creation of message

When we buy any product, we are driven by a plethora of factors like Price, usage value, substitute product, durability, personal taste, product image, personal biases, product trends etc. Subconsciously, we are being driven by various “messages” we have been receiving about all these factors and ultimately retention of those messages and a quick mental analysis of the best buy scenario, makes us buy or not buy a product. Thus it is very important to create a right message that leads to product consumption. Following factors are considered while creating a message:-

Consumer related factors include –

▪ Target consumers of product
▪ Consumer demographics
▪ Consumer tastes, beliefs, attitudes
▪ Consumer’s level of awareness
▪ Consumer’s emotional bent when in consideration

Product related factors include –

▪ Product features
▪ Brand philosophy
▪ Product competitors
▪ Product trends

Making an ad – Based upon these factors, a “media message” is created which is commonly known as an Advertisement. The creative team of Advertising media planning agency puts its heads together and creates advertisements for various media like:
▪ Electronic (T.V., Radio)
▪ Print (Newspapers, magazines, yellow pages)
▪ Internet (Website, web ads, social media)

The advertising message is the most important force multiplier of advertising media planning and so it has to be created to achieve a “product buying” tendency in the consumer. A good advertisement has to carry these values:
▪ Creates Product awareness
▪ Connects with the consumers
▪ Enhances Brand image
▪ Create consumer excitement and interest
▪ Creates a desire to buy product
▪ Ad is memorable and easily recalled
▪ Emotionally appealing

2. Marketing of message involves two steps:-

A. Media Planning
B. Media Buying

A. Planning of media

The ultimate responsibility of a professional Advertising Media Planner is to research and plan the vehicles to be used to deliver the advertising message using the most effective media mix of T.V., Radio, Print, Internet, outdoor Billboards and banners, pamphlets, catalogues etc. This requires planning for the choices of media and an effective media mix.

The choice of media is based upon a number of factors including:

▪ Reach of the target consumer by each medium within the target geography
▪ Media plan budget
▪ Media usage habits by target consumers
▪ Pre-determined media mix strategies
▪ Duration and frequency of advertising required

B. Buying media – Delivery of message

The final task of an Advertising Media Planner is to deliver the message by buying various modes of media as per the media planning strategies involved.

This step involves:
▪ Selecting media brands to deliver message
▪ Deciding time slots and print spaces for the ad
▪ Negotiating for competitive prices amongst different media brands
▪ Generating additional value and media promotion, often as value added or no cost

Feedback and Evaluation

The work of a professional Advertising media planning agency does not end with the delivery of message. The natural next step is to evaluate campaign results. This is a monitoring task and it involves:
▪ Matching advertising media planning results with planned objectives
▪ Optimizing media planning strategies if required
▪ Reconsidering media buying decisions if required
▪ Change advertisement content and messaging if required

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