Media Buying and Planning
Planners allow and assist their clients to
maximise the effectiveness of their advertising
campaigns through the use of many different forms of
media. In order to ensure that campaigns reach their
target audiences as effectively as possible,
planners will combine creative thinking and accurate
detailed analysis to develop appropriate strategies.
They apply knowledge of communication
platforms to identify the best vehicle for building
awareness of the client brand.
Media planners work with press, television, radio
and in particular the internet, as well
as more unusual platforms, such as, for example,
brand promotion on the sides of buses and taxis.
Some agencies combine the role of planner with the
role of buyer.
The Media Planner - what they do and why.
Media Planners are the individuals responsible for
planning and purchasing time or ad space for the purpose of
advertising. When planning what to buy, they
evaluate factors based on station formats, price
rates, demographics, geographic, and psychographics
relating to the advertisers product or service
objective. The Media Planner optimises what is bought
and that is dependent on budget, medium (radio,
internet, TV, print), quality medium (target
audience, time of day for broadcast, etc.), and how
much time and space is wanted. Media Planners can
purchase spot, regionally, or nationally.
There is a distinction between General Marketing
Media and Direct Response Planners.
General Market enact or actualise media
plans designed by planners. They negotiate
rates and create media schedules based on a media
plan constructed by a Media Planner. Through the
General Market Media Planners rely on
published cost per point guides which, are often
based on benchmarks, and rather outdated models. An
experienced Direct Response Media Planner knows what
stations generate a specific quantity of response
and knows within reason, the break even point of the
expenditure versus the return.
Clever media buying doesn't only stretch
advertising budgets: it can also directly impact
sales. We achieve both of these for our clients at
The Media Shop.
By working with clients to understand their business
models in detail, we are able to identify creative
media buying opportunities that will make a real
difference:
- More efficient airtime packages to drive
distribution
- Cost effective programme sponsorship
- Campaigns triggered by changes in the
weather
- Collaborative liaison with publishers
Media Planner an overview of role and purpose
within the company.
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