Media Planning Process[/b][/b]
Situation analysis[/b][/b]
Situation analysis is a marketing term, and involves evaluating the situation and trends in a particular company's market. Situation analysis is often called the "three c's", which refers to the three major elements that must be studied:
Customers
companys
competitors
The number of "c's" is sometimes extended to four, five, or even six, with "Collaboration", "Company", and "Competitive advantage".
Objectives[/b][/b]
Definition of communication objectives
cognitive-oriented objectives (awareness, recall)
affective-oriented objectives (interest, brand positioning,
brand development, brand management)
conative-oriented objectives
Target group analysis[/b][/b]
How old are they?
What gender are they?
Where do they live?
What is their family structure (number of children, extended family, etc.)?
What is their income?
What do they do for a living?
What is their lifestyle like?
How do they like to spend their spare time?
What motivates them?
What is the size of your target market?
Target group identification: two-step segmentation process
Definition of core target groups based on
Demographic characteristics (age, gender)
Psychographic characteristics (interests, buying habits)
Socioeconomic characteristics (occupation, social status,
Income, buying power)
Behavioral characteristics (buying behaviour, decision behaviour)
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Strategic media planning[/b][/b]
Strategic Media Planning can involve chalking out some short-term objectives or long-term campaigns, or even a combination of the two. Generally, the market segments most appropriate for delivering the message of the organization/individual is first identified. Subsequently, a detailed analysis is done to determine specifically who the target groups are, where these focused groups are located, and the opportune moment when they should be approached with the message.
Campaign strategy (duration, timing, recency/burst strategy)
Media mix and budgeting
Advertising impact
Ad specials
Detail planning/Optimization[/b][/b]
Detail planning for each media channel
Availability
Dates of publication
Selection of time slots
Positioning within the magazine or commercial break
Purchasing[/b][/b]
Booking (order management, production plans)
Job handling (artwork, tapes)
Rescheduling/Optimization
Completion[/b][/b]
Controlling, documentation
Invoicing
Evaluation/Controlling[/b][/b]
Campaign performance (expost analysis)
Planning, purchasing efficiency
Competition reporting
Negotiations/Discounts[/b][/b]
Special conditions, performance optimization
Client-specific agreements
Benefits of Media Planning[/b][/b]
Improve Professionalism[/b][/b]
In a meeting involving media planning? Have media planning answers instantly. Project Professionalism. Improve client and management perceptions.
Project a professional image by having instant answers.
Have advertising rates & media statistics at your fingertips.
Level the playing field with more experienced clients & peers.
Explore alternatives quickly.
Contribute more often in meetings.
Save Time[/b][/b]
Save your time & staff time by answering many media planning questions on the spot. Fewer unnecessary assignments. Prepare quickly for meetings.
Give complex rough estimates in record time.
Eliminate unnecessary assignments.
Explore all options before committing valuable time and effort.
Increase Productivity[/b][/b]
Look quickly at several options and scenarios. Develop preliminary media budget forecasts. Discover new ideas.
Use saved time on important issues.
Reduce the stress in your office and raise the efficiency level.
Increase Cross Media Knowledge[/b][/b]
Vital facts on market trends and all the major media right at your finger tips... national, local...
See Thumbnail facts on all major media, local & national…all in one compact place.
Do Thumbnail Media Planning![/b][/b]
Explore options & scenarios quickly “in rough“before committing all your time.
Develop “rough“Thumbnail Plans in minutes, not hours.
Evaluate feasibility of rough options and requests in just minutes.
Explore new ideas and alternatives in less time.
Support your recommendations with immediate facts and statistics.
Construct rough local marketing plans faster than ever before.
Thus media planning covering all the aspects the consumers will enjoy benefits of reduced time spending on finding out the details of media planning