Media Planning Elements

Media planning is generally outsourced and entails sourcing and selecting optimal media platforms for a client’s brand or product to use. The goal of media planning is to determine the best combination of media to achieve the clients objectives.

A media plan consists of:

1) Media objectives which support marketing and advertising objectives (what do we need to do).

2) Media strategies which outline how to address the media objectives (how are we going to do it).

3) Media tactics which get into specific media opportunities and execution options (where are we going to advertise).

4) An evaluation/measurement plan for determining what worked and what didn’t, allowing for future or ongoing adjustments.

What → How → Where → Improve

The considerations that help shape this plan include:

1) What are the marketing and advertising objectives?

2) What is the competitive situation?

3) What is the budget, and how was it determined?

4) What has been done historically and how well did it work?

5) What are the geographical requirements?

6) Are there any rules/laws as to what audiences or media can be targeted?

7) What additional data is available for consideration?

These considerations are not a comprehensive list. Specific categories of business will have considerations unique to that business.

Key outputs of a media plan should identify who the target audience is, what their media habits are, and how to effectively reach them. It should consist of a media investment plan which discusses best use of the budget in terms of timing, ad types/sizes, and the media mix.

Developing a Media Plan

Market Analysis -> Establishments of Main objectives -> Media Strategy development and implementation -> Evaluation and Follow-up

The fundamental purpose of a media plan is to determine the best way to convey a message to the target audience. A media plan sets out a systematic process that synchronizes all contributing elements in order to achieve this specific goal. The media plan is broken down into four stages; market analysis, establishment of media objectives, media strategy development and implementation, and evaluation and follow-up.

Similarities can be made to other marketing concepts such as the consumer decision-making process with comparisons such as, increasing brand awareness, improving brand image, and the maximization of customer satisfaction.

The first phase of any media plan is the initial market analysis, which consists of a situation analysis and the marketing strategy plan. These form the basis of information which the rest of the media plan is reliant on. The purpose of a situation analysis is to understand the marketing problem, in relation to their competitors. For example, undertaking an internal and external review or competitive strategy evaluation.

The marketing strategy plan should establish specific objectives and goals that will solve the marketing problems that developed. Once the market analysis is complete the improved knowledge gained should indicate a proffered target market. Enabling the marketers to understand where the prime advertising space would be to gain sufficient exposure, what factors affect that certain demographic, and how to promote to the audience effectively.

The second phase in the media plan is the establishment of media objectives. Just as the marketing analysis leads to specific marketing objectives, this phase will result in explicit media objectives; such as creating a positive brand image through stimulating creativity. These objectives should be limited to those that can only be obtained through media strategies.

Media strategy development and implementation is the third phase and is the point in the process that is directly influenced by the actions from previously determined objectives. Actions that meet these objectives are taken into consideration with the following criteria; media mix, target market, coverage consideration, geographic coverage, scheduling, reach & frequency, creative aspects & mood, flexibility, or budget considerations. Each of these criteria are explained briefly below:

Media Mix: A combination of communication and media channels use that are utilized to meet marketing objectives, such as social media platforms and magazines.

Target Market: A specific group of consumers that has been identified to aim its marketing and advertising campaigns towards, as they are the most likely to purchase the particular product.

Coverage Consideration: To alter the level of exposure of media to the target market, whilst minimizing the amount of overexposure and saturation into other demographics.

Geographic Coverage: Increased emphasis of exposure to a certain area where interest may thrive, whilst reducing exposure to areas they have less relevance.

Scheduling: The concept of aligning communication activity to coincide with peak potential consumer exposure times, such as around a big sports game on television.

Reach & Frequency: The decision to have a certain message seen / heard by a large number (reach) or expose the same message to a smaller group more often (frequency).

Creative Aspects & Mood: Different mediums for communication should be considered when developing a campaign. Social media might be more effective to generate emotion than a billboard poster on a main road.

Flexibility: In order to adapt to rapidly changing marketing environments it is important for strategies to be flexible. Such as unique opportunities in the market, media availability or brand threats.

Budget Considerations: The relationship between the effectiveness of a media campaign and the cost involved needs to be carefully managed. There should be an optimal level of response from the consumer for the price for the exposure.

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? How to build awareness or drive consideration through use of optimized contextual based material?

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 print ad must run three times before it gets noticed. Radio advertising is most effective when run at certain times of the day or around certain programs, depending on what market is being reached.

Media planning’s major steps include:

• Targeting
• Environmental scan
• Understanding the audience
• Determination of content