Media Planning
Media Planning
Today, marketers are spoilt with choices when it comes to media. There are
the traditional touchpoints such as TV, radio, and print. Then there are the
digital options such as search, social, and display.
So, how do they decide where to allocate their precious marketing budget?
This is where media planning comes in.But media planning isn’t just about
selecting the right touchpoints. There are also many other considerations,
such as the target audience, their media habits, and the business’s objectives.
The word Media came from the Latin word "Middle". Media carry
message to or from a targeted audience and can add meaning to the
message.
So what exactly is media planning, and how does a marketer write a media
plan?
Media planning is the process of identifying the appropriate marketing
mediums and channels to reach the target audience, targeting the right
messages, at the right time, in the right place.
It involves understanding the target audience, defining the message, and
selecting the right channel to reach them.
In simple terms, it includes planning what media to use, which channels to
use and how much to spend to boost a company’s ROI.
The aim of advertising is to increase the demand for the product and
therefore it should be viewed as the cause, not the result of sales. But this
approach views advertising on the results of sales. It leads to a budget set by
the availability of funds rather than by market opportunities.
Advertising Effectiveness
Advertising effectiveness is a method used to determine if a brand’s
marketing efforts are hitting the mark with its target audience and whether it’s
getting the best returns.
It enables brands to measure the strengths, weaknesses, and ROI of specific
advertising campaigns, so the company can adjust accordingly.
It’s during a post-campaign analysis of performance that real, actionable
insights are revealed; insights with the power to supercharge future
advertising strategies.
Why should brands measure ad effectiveness?
Ad effectiveness is a vital strategy for brands looking to understand the
impact of their ads on the audiences they want to influence.
It’s what helps companies truly understand the reach of their campaigns so
they can focus on the elements that were successful and apply them to future
efforts.