It is
generally a task of a media agency and it involves findings media plats forms
for a clients brand or product. The job of media planning involves determining
the best combination of media to achieve the marketing campaign objectives.
In the
process of planning the media planner needs to answer question such as:
·
How many of the audience can be reached through
the various media?
·
On which media should the ads be placed?
·
How frequent should the ads be placed?
·
How much money should be spent in each medium?
Three components of media planning
1.
Defining the marketing problem:
One should know what is the source of
their business and where the potential for increased business lies. One should
answer the following questions.
·
Do you know which markets offer the greatest
opportunity
·
Do you need to reach everybody or only a
selected group of consumers?
·
How often is the product used
·
How much product loyalty exists.(trust about
product)
2.
Translating the marketing requirements
into attainable media objectives:
If a company wants to reach lots of
people in a wide area then it should adopt media like newspaper and radio. If
your target market is a selected group in a defined geographic area then direct
mail could be your best option.
3.
Defining the media solution by formulating
media strategies:
Certain schedule work best with different
media
Eg) radio advertising is most effective
when rum at certain times of the day or around certain programs depending on
what market you are trying to reach.
