Media planning – is planning of advertising and PR campaigns, which means professional analysis and choosing of optimal means and detailed program of placing advertising messages within the campaign. As optimal criteria usually one or some parameters of communicative effectiveness of the campaign plan are used. Media planning also includes the process of campaign budget forming.
Even for providing small advertising campaigns, media planning is an important tool, without which working on effective advertising market is difficult today, and tomorrow will be almost impossible.
Media planning is used by everyone who is sometimes placing some information. But everyone calls it «media planning» while doing it.
Non-professional media planning is provided approximately like this:
“Oh, I like this show or series, my family and friends like it – we must place our advertisement here!”. In this way the rating of a series or a show, also called “by eye”.
Or another variant: “I have 20 thousands for advertising. I will play my trailer on this radio! It’s cheap there and director is a friend of mine. I think it will be enough for 1-2 months.”
Such non-professional “domestic” media planning is usually made on the basis of clever mind, by eye. Tastes of the advertiser, his family or friends are accepted for the tastes of the audience. Effectiveness of such campaigns is usually under doubt.
While developing media plans we provide a more sufficient approach to the problem. Professional, civilized media planning usually starts with the questions:
1. A detailed description of a product or a service.
For, media planning it is useful to know the designation of a product or a service, the level of process for these products and services, position of your products and services relating to competitive ones.
2. What is your target audience for this advertising campaign?
Audience can be determined in terms of social-demographic features: age, gender, social and financial status, consuming advantages (for example people who use only non-aerated water), lifestyle and habits (for example people that are spending holidays only in august-september and only in 4 stars hotels), what media do they prefer basing on the previous campaigns.
3. Terms of campaign.
In most cases it’s reasonable to correct the campaign with regard to seasonal fluctuations in demand for advertising goods. Typically, the customer has enough information about these periods.
4. Geography of the advertising campaign.
5. Campaigns budget.
Very often, the advertiser goes far from finanсial abilities of this period. Effective method of determining the budget may be option appraisal advertising nearest competitors.
After receiving and processing the basic information we can proceed to the formation of the main elements of the media plan and predict its performance. Choosing means and advertising sites will be directly associated with the rating of media means.
Rating – is one of the main parameters that determines the percentage of potential viewers, listeners, readers, who can receive your advertising message. This is the most overall achievement percentage index of contacts with the audience. The higher the rating is, the better.
GRP (Gross Rating Points) - a sum of ratings of all advertisements containing in mediaplana. This value, obtained by simply adding all the ratings, which were reached by the transfers, broadcastings, newspaper units where the advertisements were placed for a certain period.
GRP indicator used to assess the effectiveness of advertising campaigns. The more GRP recruited for a certain amount of money, the better.
Civilized advertisement sellers do not sell time or media space, but the number of contacts with the target audience, which advertisers can «catch», placing their ads in certain time and certain points of advertising presence. Therefore, to create effective media plan one needs to have some knowledge and experience relating to various industries.
First of all, you must define the target audience, which means group, on whom the campaign as allocated.
You must also have information about existing media and their regional audience, know the technical feasibility of certain radio and television, types and circulation of newspapers, magazines, internet sites, etc.
When we complete the entire set of preliminary work and analysis, we begin to conduct conduct the necessary campaign on the most effective media resources using the most effective ads, trailers or image carriers. So that the media planning "work" at 100% throughout the campaign, we take a comprehensive maintenance and monitoring of its implementation.
Even for providing small advertising campaigns, media planning is an important tool, without which working on effective advertising market is difficult today, and tomorrow will be almost impossible.
Media planning is used by everyone who is sometimes placing some information. But everyone calls it «media planning» while doing it.
Non-professional media planning is provided approximately like this:
“Oh, I like this show or series, my family and friends like it – we must place our advertisement here!”. In this way the rating of a series or a show, also called “by eye”.
Or another variant: “I have 20 thousands for advertising. I will play my trailer on this radio! It’s cheap there and director is a friend of mine. I think it will be enough for 1-2 months.”
Such non-professional “domestic” media planning is usually made on the basis of clever mind, by eye. Tastes of the advertiser, his family or friends are accepted for the tastes of the audience. Effectiveness of such campaigns is usually under doubt.
While developing media plans we provide a more sufficient approach to the problem. Professional, civilized media planning usually starts with the questions:
1. A detailed description of a product or a service.
For, media planning it is useful to know the designation of a product or a service, the level of process for these products and services, position of your products and services relating to competitive ones.
2. What is your target audience for this advertising campaign?
Audience can be determined in terms of social-demographic features: age, gender, social and financial status, consuming advantages (for example people who use only non-aerated water), lifestyle and habits (for example people that are spending holidays only in august-september and only in 4 stars hotels), what media do they prefer basing on the previous campaigns.
3. Terms of campaign.
In most cases it’s reasonable to correct the campaign with regard to seasonal fluctuations in demand for advertising goods. Typically, the customer has enough information about these periods.
4. Geography of the advertising campaign.
5. Campaigns budget.
Very often, the advertiser goes far from finanсial abilities of this period. Effective method of determining the budget may be option appraisal advertising nearest competitors.
After receiving and processing the basic information we can proceed to the formation of the main elements of the media plan and predict its performance. Choosing means and advertising sites will be directly associated with the rating of media means.
Rating – is one of the main parameters that determines the percentage of potential viewers, listeners, readers, who can receive your advertising message. This is the most overall achievement percentage index of contacts with the audience. The higher the rating is, the better.
GRP (Gross Rating Points) - a sum of ratings of all advertisements containing in mediaplana. This value, obtained by simply adding all the ratings, which were reached by the transfers, broadcastings, newspaper units where the advertisements were placed for a certain period.
GRP indicator used to assess the effectiveness of advertising campaigns. The more GRP recruited for a certain amount of money, the better.
Civilized advertisement sellers do not sell time or media space, but the number of contacts with the target audience, which advertisers can «catch», placing their ads in certain time and certain points of advertising presence. Therefore, to create effective media plan one needs to have some knowledge and experience relating to various industries.
First of all, you must define the target audience, which means group, on whom the campaign as allocated.
You must also have information about existing media and their regional audience, know the technical feasibility of certain radio and television, types and circulation of newspapers, magazines, internet sites, etc.
When we complete the entire set of preliminary work and analysis, we begin to conduct conduct the necessary campaign on the most effective media resources using the most effective ads, trailers or image carriers. So that the media planning "work" at 100% throughout the campaign, we take a comprehensive maintenance and monitoring of its implementation.
We offer You to learn more about our experience and abilities on practice – we will be happy to collaborate with You.
