Media planning is generally outsourced to media agencies and requires resources and chooses the optimal media platform for the brand or client product to use. Media planning work is to determine the best combination of media to achieve marketing campaign goals.
In the planning process, media planners should answer questions such as:
- How many viewers can be reached through various media?
- Where do media (and ad vehicles) need to be placed in ads?
- How often should ads be placed?
- How much money should be spent in each media?
Choosing which media or ad type to use can be very challenging for small companies with limited budgets and knowledge. Large television and newspaper markets are often too expensive for companies that serve only a small area (though local newspapers may be used). Magazines, except for local ones, typically include too many areas to save costs for small companies, although some national publications offer regional or city editions. Since the advent of social media, small companies with limited budgets can benefit from the use of Social Media advertising because they are cost effective, manageable, accurate, and offer a good ROI.
Video Media planning
Developing a Media Plan
The fundamental purpose of the media plan is to determine how best to deliver the message to the target audience. The media plan establishes a systematic process that synchronizes all the elements that contribute to achieving this specific goal. The media plan is divided into four stages; market analysis, media goal setting, media strategy development and implementation, and evaluation and follow-up.
Similarities can be made to other marketing concepts such as consumer decision-making processes by comparison such as, raising brand awareness and knowledge, improving brand image, and maximizing customer satisfaction.
The first stage of any media plan is an initial market analysis, which consists of a situation analysis and a marketing strategy plan. This forms the basis of information that the rest of the media plan relies on. The purpose of situational analysis is to understand marketing issues, in relation to their competitors. For example, doing internal and external reviews or evaluating competitive strategies.
The marketing strategy plan should set specific goals and objectives that will address the growing marketing problem. Once the market analysis is complete, improved knowledge should show targeted market targets. It enables marketers to understand where the main advertising space will gain sufficient exposure, what factors affect a specific demographic, and how to effectively promote to the audience.
The second phase in the media plan is the establishment of a media objective. Just as 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 what can only be obtained through media strategy.
The development and implementation of media strategy is the third phase and is a point in the process that is directly influenced by the actions of the predetermined objectives. Measures that meet these objectives are considered by the following criteria; media mix, target market, coverage considerations, geographic coverage, scheduling, reach & amp; frequency, creative & amp; mood, flexibility, or budgetary considerations. Each of these criteria is briefly described below:
- Media Mix - A combination of the use of communication channels and media used to meet marketing goals, such as social media platforms and magazines.
- Target Market - Certain consumer groups have been identified to drive marketing and advertising campaigns toward it, as they are most likely to buy certain products.
- Insurance Considerations - To change the level of media exposure to the target market, while minimizing excessive amounts of exposure and saturation into other demographics.
- Geographic Coverage - Increased emphasis on exposure to specific areas where interest can flourish, while reducing exposure to areas of less relevance.
- Scheduling - The concept of synchronizing communication activities coincides with peak potential consumer exposure times, such as around major sports games on television.
- Reach & amp; Frequency - The decision to have a particular message seen/heard by a large number (range) or expose the same message to a smaller group more often (frequency).
- Creative & amp; Mood - Various media for communication should be considered when developing a campaign. Social media may be more effective for generating emotions than billboard posters on the main road.
- Flexibility - To adapt to a rapidly changing marketing environment, it is important for strategies to be flexible. Such as unique opportunities in the market, media availability or brand threat.
- Budget Considerations - The relationship between the effectiveness of the media campaign and the costs involved needs to be carefully managed. There should be an optimal response rate from the consumer for the price of exposure.
The final phase in the media plan is to evaluate the effectiveness of the plan and determine what follow-up is required. It is important to assess whether the respective objectives of marketing and media are met, as if they are successful will be beneficial to use the same model in future plans.
Maps Media planning
Components of the media plan
- Determine marketing issues. Where does the business come from and where is the potential for business improvement? Does the ad have to reach everyone or just a certain group of consumers? How often is the product used? How much product loyalty? How to build awareness or encourage consideration through the use of contextualized, optimized-based material?
- Translates marketing requirements to media goals. Should ads reach people in large areas? Then the mass media, such as newspapers and radios, can function. If the target market is the selected group in the specified geographic area, then direct mail can be the best.
- Define media solutions by formulating media strategies. For example, the rule of thumb is that print ads should run three times before getting noticed. Radio advertisements are most effective when run at a certain time of the day or around a particular program, depending on what the market is achieving.
The main steps of media planning include:
- 1 - Target,
- 2 - Environmental scanning,
- 3 - Understand the audience,
- 4 - Content determination,
- 5 - Controls.
Advertising media including
- Social (Facebook, Twitter, Instagram, Pinterest, whatsapp, etc.)
- Television (TVC, television ads)
- Radio (AM, FM, XM, Pandora, Spotify)
- Newspapers
- Magazines (consumer and commerce)
- Outdoor billboard
- Environmental experience
- Public transport
- Live Media (DM)
- Digital ads (like web-based, mobile, and mobile apps)
- Search Engine Marketing (SEM, keyword marketing in search engines)
- Custom ads (on items like matchboxes, pencils, calendars, phone mats, shopping bags, and so on)
- Other media (catalogs, samples, leaflets, brochures, bulletins, etc.)
Factors to consider when comparing different ad media
- Reach - expressed as a percentage, reach is the number of individuals (or homes) to expose the product through the media scheduled over a period of time.
- Frequency - using certain media, how many times, on average, should the individual in the target audience be exposed to advertising messages? An average of three or more exposures to an ad message is required before the consumer takes action.
- Cost per thousand - How much does it cost to reach one thousand potential customers (the method used to compare print media)? To determine the cost of publications per thousand, also known as CPM, divide advertising costs by circulating publications in the thousands.
- Cost per point - how much does it cost to purchase a single point of assessment from your target audience, the method used to compare broadcast media. One rating point equals 1 percent of the target audience. Divide the schedule costs considered by the number of ratings points provided.
- Impact - does the questionable medium offer full opportunities to attract the right senses, like sight and hearing, in graphic design and quality of production?
- Selectivity - to what extent can the message be restricted to people known as the most logical prospects?
Reach and frequency are important aspects of the advertising plan and are used to analyze alternate ad schedules to determine which produces the best results relative to the media plan's goals. In general, you will use reach when you are looking to increase your customer base by making more people buy your product and you will get a special frequency when you need to narrow your communications to a more specific audience but need to increase how many times they can get your message across to produce behavioral changes.
Calculate reach and frequency, then compare the two based on how many people will be reached with each schedule and how many times an ad will connect with the average person. Let's say those ads appear on each of the four television programs (A, B, C, D), and each program has a rating of 20, resulting in a total of 80 gross rank points. It's possible that some viewers will see more than one announcement - some A program viewers may also see B, C or D programs, or a combination of them.
For example, in a population of 100 TV homes, a total of 40 people were exposed to one or more TV programs. The reach of the four combined programs is 40 percent (40 homes reach divided by 100 TV-home populations).
Researchers have mapped out achievements achieved with different media schedules. This tabulation is entered into the formula from which the delivery rate (range) for each given schedule can be estimated. The range curve is a technical term that explains how change reaches with increasing media usage.
Now assume the same schedule from one ad in each of the four TV programs (A, B, C, D) to determine the range versus frequency. In our example, 17 houses viewed only one program, 11 houses viewed two programs, seven viewed three programs, and five houses viewed all four programs. If we add the number of programs per home viewed, 40 homes are totally viewed equivalent to 80 programs and are therefore exposed to the equivalent of 80 ads. By dividing 80 to 40, we determined that each home was exposed to an average of two ads.
To increase reach, include additional media in the plan or lengthen the time of the message. For example, if you buy "driving time" on the radio, some places day and night will increase the audience. To increase the frequency, add a point or insert to the schedule. For example, if you're running three inserts in a local magazine, add six inserts so viewers will be exposed more often to the ad.
Gross rank points (GRP) are used to estimate the range and frequency of broadcasts from tabulations and formulas. After the delivery schedule is determined from the range curve, obtain the average frequency by dividing GRP by range. For example, 200 GRPs divided by an 80 percent range equals the average frequency of 2.5.
Reach and Frequency
In media planning, reach is one of the most important factors, because all media planning is all about reach. The purpose of reach is brand exposure (Belch & Belch, 2012). The higher the reach; the higher the brand exposure (Belch & Belch, 2012). And of course, higher exposure means high new customer opportunities. When it comes to media planning, most businesses decide well what their target market is (Belch & Belch, 2012). They select their target market with the assumption that they already know who their customers are (Ossi, 2015). Although, choosing a target market to achieve in media planning can be a very successful way to get potential customers from a brand, but this method leaves potential customers outside the target market; Customers think brands are not important to achieve (Ossi, 2015). Smart businesses also reach beyond the targeted market to know other segments that can be targeted (Ossi, 2015). Therefore, starting with a wider reach and then choosing a target market would be a much informed decision; derived from the actual data is not just an assumption. A wider reach also benefits the brand awareness in general, if not many people outside the targeted market have never even heard of the brand.
In media planning, frequency is also a very important factor to consider. Most small businesses say "We just want to see what happens", which is just a waste of their money that causes a disappointment in media planning ("The importance of frequency," n.d.). In Ads, just once is not enough ("Frequency importance," n.d.). The biggest problem in media planning is; advertisers assume that someone will see their ad, will walk in their store and just buy something !! That's certainly not how it happened. There are five different steps to the buying cycle that a consumer goes through before actually buying something (Euan, 2013). It is Awareness, interest, necessity, Comparison and purchase ("Importance of frequency," n.d.). Frequency is important as it pushes consumers toward the actual buying step. An understanding of how exactly consumers go through the buying cycle is critical to understanding the importance of frequency in media planning. Initially, the idea of ​​reach is to increase awareness and exposure, but people forget. 80% of people forget the ads they see within 24 hours or even faster ("The importance of frequencies when advertising," 2016). So, frequency is also important for awareness - reducing opportunities for forgetfulness. Second, the frequency of building familiarity, familiarity builds trust ("The importance of frequency," n.d.) and trust builds interest . In necessary , it is absolute that the consumer knows the company and has the trust/interest. And again, frequency plays an important role is zikr, trust and interest. Higher frequencies also help beat the competition ("The importance of frequency when advertising," 2016). And finally, consumers are in the final step of purchasing the buying cycle, with the help of frequent advertising. Without a good number of frequencies, consumers will be very unlikely to reach a buying step. As such, frequency is important because advertising consistently reinforces brand awareness, brand awareness, capability, and brand loyalty among current and potential consumers. Patience and effective frequency play a big role in long-term business success.
Tools used in Media Planning
- Online Advertising Research Tool - Alexa, Nielsen Online, Quantcast, SimilarWeb, Thalamus, SRDS, and Compete
- Online Competitive Intelligence Tool - MOAT, Adgooroo, Adbeat, Whatrunswhere, Keywordspy
- Request Side Platform - MediaMath, DataXu, Doubleclick Bid Manager, Turnbound, AppNexus, Adobe Media Optimizer
- Offline Advertising Research Tools - Nielsen Media Research for Measurement of TV Audience GRP, Nielsen Audio for Radio Measurement (formerly known as Arbitron), SRDS by Kantar Media for Advertising Print Ratecards
References
((Reach and Frequency))
Belch, G. E., & amp; Belch, M. A. (2012). Advertising and promotion: Integrated marketing communications perspective (9th ed.). New York, NY: McGraw-Hill/Irwin.
The importance of frequency. (n.d.) Zip code magazine. Retrieved from http://www.zipcodemagazines.com/enough-importance-frequency-advertising/Importance of frequency when advertising. (April, 2016) Senior Living Inspiration. Retrieved from http://www.seniorlivingmag.com/articles/the-importance-of-frequency-when-advertising Ossi, A. (2015) why reach is important. Forms obtained https://www.thinkwithgoogle.com/intl/en-dk/article/why-is-reach-important/
Source of the article : Wikipedia
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