Planning is involved first to know where to start and which direction to follow. I would willingly know what my client wants in their advertising campaign. Knowing some tricks and tricks would help me save time in media planning. The steps I would use to determine how I would choose a media venue would be:
Identifying my target market.
I will first recognize who my target market is and who I am trying to grasp. I will build a profile that reflects the customers I am attempting to grasp. I would also identify their age, gender, and average income to find the top avenue for my client’s media campaign.
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Research my target market
I will do market research after I have got the target audience. Here, I would like to ascertain where I will get my target market and other demographics to select the correct media to buy. I will try to know the consumer behavior of my target audience. It will assist me in placing a compelling media buy that performs by accomplishing my objectives. The market research will also give me information on where my competitors will grasp the addressees I am trying to reach and what they are doing.
Set my objectives
I will set the market objectives I intend to achieve with my target market. I will identify what goals are more relevant for me to reach in every media buy. It will help me measure whether the objectives are being achieved or not (Kelley et al., 2015). I could also share the goals with those I am buying media from and find out whether their outlet will meet the plans or not.
Define and plan out my strategy
Since I have known my target market, done my market research, and fixed my objectives, it is the stage to outline and create a strategy. My plan will contain where I will buy media, my budget, and the outlets I am interested in. It includes the amount to be spent on every outlet and the objectives I hope to attain in each outlet (Kelley et al., 2015). I will break out every media outlet to choose and complete all questions. It will help me create a strategy with essential details and sufficient information for efficient planning that will lead to my client's fruitful media campaign.
Execute my plan
I will start to contact the media outlets I have identified and begin negotiating my media buy amounts. I will ensure negotiating rates and request for add-ons or bonuses that they are ready to give me if I select to work with them. I will always keep an eye on the calendar, my budget, and important deadlines. As my media buys are implemented, I will ensure I keep track of the results and assess how my strategy and plan work for my client. I will be ready to make any adjustments to the program where necessary.
Describe each of the five W’s for your media planning
Why: Why am I doing media marketing? I must recognize and communicate why I am integrating media into my marketing efforts. Is my goal to increase customer satisfaction? Drive brand awareness? Increase revenue? The reasons for using media vary depending on my client's needs, and it is good that they are deliberated and agreed upon.
Who: Who am I trying to reach? How old are they? Media success relies on winning my audience and creating a proper relationship with them. I need to determine who my target audience is and decide how I will reach them.
What: What is my content? I need to prepare my presentation and go through it before giving it to my client and the media. I will design the type of content I would be sharing in the media. I should ensure that it is exciting and valuable to cultivate an engaged media community.
Where: Where are my channels? Where will my content be advertised? I need to identify the correct channels depending on the client's products. A company whose business executives or professionals are its target audience would prefer LinkedIn for a media campaign.
When: When will I be advertising? The correct content is only effective if it is at the right place at the right time. Therefore, timing is everything in a media campaign. It will help the company reach the target audience when they are available on the media. Also, the frequency of my posts is needed (Ogden et al., 2014). Getting the correct frequency might not be easy because infrequent posts might make the target audience forget the content, and persistent posts might annoy the audience.
How: How am I going to execute? How did my media campaign perform? Did I meet my objectives? These questions help to evaluate the success of the media campaign. It will assist in understanding what would work and what would not work for upcoming campaigns. It can also help in fixing the frequency or content in the advertisement.
Describe the three most important rules of media buying and why they apply to your client.
The foremost important rule is planning for the future. A great media buyer anticipates what is coming. Foresight applies to my client’s business because they are planning instant campaigns and upcoming marketing initiatives. Upcoming plans can be based on the current campaigns (Scott, 2009). More creativity is needed to increase the number of sales and target audience reached. It will help my client to have media campaigns in place all the time.
Secondly, a media buyer should always be open-minded and not settle for average. It is relevant to think outside the box on your advertising. The media campaign might not get where the clients expect it to reach; therefore, it would be wise to get other options (Scott, 2009). Being open-minded applies to my client because they aim to meet their objectives and reach their target no matter the circumstances. They could check what their winning competitors are doing to accomplish their goals. It helps to get so much done on various media platforms.
Finally, the media buyer ought to have a tracking mechanism to review responses. They need to be sure that the media campaign is reaching the target audience. Media buyers should also pay attention to the information given by the respondents. Judging responses apply to my client because they need to keep track of their media campaign. They can make adjustments where necessary with the available answers on the media.
References
Kelley, L., Sheehan, K., & Jugenheimer, D. W. (2015). Advertising media planning: a brand management approach . Routledge. https://iimsedu.com/wp-content/uploads/2019/11/Advertising-Media-Planning-A-Brand-Management-Approach.pdf
Ogden, J. R., & Ogden, D. T. (2014). Integrated marketing communications: Advertising, public relations, and more. San Diego, CA: Bridgepoint Education, Inc.
Scott, D. M. (2009). The new rules of marketing and PR: how to use social media, blogs, news releases, online video, and viral marketing to reach buyers directly . John Wiley & Sons.
