Deciphering Advertising Media Planning
The whole process relating to advertising media planning is to choose the type of media a company wants to use in order to achieve certain marketing objectives. In this article we will take a look at the various stages involved in this process. These include:-
1. Consumer market research
2. Media planning and buying: deciding which type of media the company will use in order to reach its target audience and
3. How to go about buying placement with different media
4. Analyzing what has occurred after the purchase of the media space.
The person who will be in charge of ensuring that all the media plans devised for a company will achieve their objectives is known as a media planner and they will carry out all the processes shown above and which we will now take a closer look at below.
Consumer Market Research
By carrying out consumer market research a company will be able to understand how their potential customers feel, behave and what they expect from a certain product. By getting this information a company will not only be able increase their employee performance and therefore the company's profits. Good quality consumer market research will help you to enhance the relationships with the customers the company has at the moment, help to retain more customers as well as get new ones coming to their door. After all the information has been analyzed a company then better plan their marketing strategies to ensure that they are much more effective.
Which Type of Media to Use
You have now discovered who your target audience is you now need to decide the media you would like to use. This is where strategic media planning comes in. As you will soon discover every type of media from newspapers, to magazines, to radio stations or to TV will be trying to reach a specific part of the population. So the real trick is actually trying to match your target audience to the types of media they are likely to use. So say for example your audience happens to be a homeowner over the age of 35 then you would be best of using something like a newspaper or a quality magazine in order to get their attention. But what you do need to remember that effective marketing is using a form of media that is going to reach those customers you are trying to attract.
How to Buy Media Placement
You have now decided on the media that you want to use in order to advertise your product to your target audience the next thing you need to do is buy placement space within that media. The first thing you need to do is contact the company to find out who is in charge of selling their advertising space and discuss with them your requirements. If at all possible ask them to provide you with full details of their rates and in what time frame they would like the advertisement to reach them.
Analysis of Post Media Buy
In this final section of this article with regard to the processes relating to media planning we will show you some ways of analyzing just how effective the media advertising you have used has been for your business. Certainly one of the best ways to see how your target audience is reacting to your advertising campaign is to carry out more consumer market research. However if you want you could include a line with in your advertisement that will direct them to a certain position within the company and every time that this is mentioned it could be noted down and the records after say a month could then be analyzed.
Browse the articles (see right) for a fuller description of the various stages of advertising media planning.
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