A study on media planning
Summary :
Table of Contents
- Introduction
- Problems in media planning
- External influences on media decision
- Institutional influences
- Lack of objectivity
- Developing media plan
- What a media planner needs to know?
- The marketing strategy plan
- Marketing objectives
- Setting media objectives
- Media strategies
- What media planner should know before starting to plan?
- Question to ask in planning media strategies
- Creative media strategy
- Important criteria considered in media planning
- Media mix
- Target market coverage
- Geographic coverage
- Scheduling
- Reach vs frequency
- Budget consideration
- Flexibility
- Selecting media classes: Inter media comparison
- Selecting media vehicles: Intra media comparison
- Evaluation and follow up
- An overview of media planning process
- References
Abstract
media planning consists of the series of decisions made to answer the question for advertisers: "What are the best means of delivering advertisements to prospective purchasers of my brand or service?
Some specific questions that a media planner attempts to answer are:
How many prospects do I need to reach?
In which medium should I place ads?
How many times in a month should prospects see each ad?
In which month ads appear?
In which markets or regions should ad appear?
How much money should be spent in each medium?
When all questions have been asked and decisions made, the recommendation and rationales are organized into a written document called "media plan". Many planners feel that the audience sizes of many media are less important than the number of persons who sees these ads.
Some specific questions that a media planner attempts to answer are:
How many prospects do I need to reach?
In which medium should I place ads?
How many times in a month should prospects see each ad?
In which month ads appear?
In which markets or regions should ad appear?
How much money should be spent in each medium?
When all questions have been asked and decisions made, the recommendation and rationales are organized into a written document called "media plan". Many planners feel that the audience sizes of many media are less important than the number of persons who sees these ads.
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