Media planning by DEVASHISH INTERNAL.pptx
- 1. Media planning BY DEVASHISH RAGHUWANSHI AND SHIVI MISRA
- 2. Media Planning Media planning is the process advertisers go through before buying and launching ads to gauge effectiveness and maximize ROI (return on investment). It is a critical first step in any ad campaign. The tangible outcome of the media planning process is a media plan document that will guide your ad campaign.
- 3. What Is Media Planning? Media planning is the process of identifying the appropriate marketing mediums and channels to reach the target audience, targeting the right messages, at the right time, in the right place.
- 4. Importance Of Media Planning It helps to match the right advertising medium with the right product. This, in turn, helps to achieve the client’s objectives while also staying within their budget
- 5. Objectives Of Media Planning Efficiency: Media planning aims to reduce costs by reaching the target audience with the right message through the most efficient channels. Effectiveness: It also aims to increase efficacy by ensuring that the target audience is reached with the right frequency and at the right time. Fulfilling Long-Term Goals: Media planning also looks at the bigger picture and strives to achieve long-term goals such as brand awareness and building relationships with customers.
- 6. The Components Of Media Planning Target Audience: The target audience refers to a defined group of consumers or businesses that are potential customers for the business’s offering. Message: The message is the key point the business wants to communicate to the target audience. Channels: The channels refer to the specific touchpoints that will be used to reach the target audience. These can include TV, radio, print, digital, etc. Timing: The timing refers to when the message will be delivered. This includes frequency, reach, and exposure. Budget: The budget refers to the amount of money that will be allocated to the media plan. KPI: The KPI or key performance indicators are the metrics that will be used to measure the success of the media plan.
- 7. The Media Planning Process Market Analysis Establishing Media Objective Media Selection Budget Allocation Message Development Media Scheduling Measurement and Evaluation
- 8. Benefits Of Media Planning Allocating budget efficiently: A good media plan will allocate the budget in a way that is most efficient. This means that more people will be reached with the same amount of money. Generating leads: An effective media campaign can generate leads which can be converted into customers. Increasing brand awareness: Media planning can help increase brand awareness by reaching a larger number of people. Improving brand image: A good media campaign can improve the brand image by showing the target audience a positive image of the product or service. Building relationships with customers: An effective media campaign can help build relationships with customers by creating a connection with them. Analysing customer behaviour: Media planning can help to analyse customer behaviour and understand what they want. This information can be used to improve the product or service. Creating loyalty: A good media campaign can create loyalty among customers by making them feel like they are part of a community.
- 9. Challenges Of Media Planning Budget constraints: Companies may not have the funds to allocate for an effective campaign. Competing brands: Brands competing in the same market will be trying to get their message across, which can make it difficult for a brand to stand out. Changing trends: Trends in the media landscape are always changing, which can make it difficult to keep up. Low attention span: People’s attention span is getting shorter, which means that a brand has less time to make an impression.
- 10. Factors Affecting Media Planning Audience demographics Audience behaviour Product type Media availability Media costs Campaign objectives Competition
- 11. Media Planning Examples Every brand that wants to advertise needs to do some media planning. Local Fast-Food Restaurant SAAS Brand
- 13. Social Media & Content Are Top Priorities 0 10 20 30 40 50 60 SMM Content Personalisation Video advertising Increase Keep the same Decrease