This week we had a class on media planning & buying. The presentation was split into two parts, so my notes are as well:
-The process of selecting the best combination of media to deliver your message, given specific budget and marketing parameters.
-What does that mean? Planners decide where to show advertisements to best deliver a message to their target audience.
Some questions to ask when making a media plan:
- Why are we advertising? What’s our objective?
- Who are we targeting?
- Where do we want to advertise?
- When do we want our ads to run?
- What ad space will be available at that time?
- How much money to we have?
Some possible advertising objectives: To create or increase awareness; To drive immediate action; To generate sales quickly; To establish or change a brand’s image; To create buzz; To promote a product or campaign
Target audiences can be determined using demographics, psychographics, product usage stats, and geography.
Timing of ads can be affected by product availability, seasonal sales skews, purchase cycles, competitive activity and promotional events
The biggest challenge of making a media plan is deciding on the right media mix. Which media should you use? Combine old with new.
Old: TV, radio, newspaper, magazines, online
New: Mobile, tablet, social media, location based
Local Media Buying
-The purchase of local tv, cable and radio on a market by market basis.
Local media is purchased when specific markets need to be reached. For example, a “heavy up” may be requested in a key market as a companion to a national campaign.
Local media covers specific markets
-Local is cheaper than national; if you don’t need to reach everyone, only reach who you need
-geographically relevant content can focus on local news, sports and events/
-you can tailor your message to each specific market
Are these career options good for you?
Some qualities you need: good communication skills, analytic, logic, organized, attention to detail, good with basic math, excel skills, creativity
You also need to be a good negotiator if you’re in buying! Sometimes you can work with stations to get better prices.
As a final note, it helps to go into media buying first and then into planning, because you will have a better understanding of your target markets and the stations you will be buying from, and therefore will be able to put together a more effective media plan