What is strategic media planning?
Media strategic planning is the process of creating, implementation and reviewing the plan to use the media to advertise or business. This process requires extensive research and good understanding of media options and marketing tactics. Even a small business can benefit from simple strategic media planning, although larger companies and corporations often have a huge media planning department that can handle concern about global marketing.
The first step in media strategic planning involves situational analysis. If a person in a small town wants to open a shoe store, he will have to explore the shoe market in the city. This may include an understanding of the city's demography, and what their shoes need, profiling of competing shops and analyzing the local economy in general. With this general information, an entrepreneur of footwear trade can determine the target audience; For example, if the city has a prosperous population of children but an unintelligent entrepreneur could choose to target media planning with parentsand small children.
Once the target audience is designated, the next step in the strategic media planning deals with the media of advertising and the size of advertising. It may be important to focus on local media ads such as Municipal Newspapers or Local Radio Stations. In a larger city, there may be mass exposures such as billboards and television advertising, become important. Internet advertising can be very valuable for businesses that want to create a global audience. Generally determination of the budget for advertising depends on the estimate of advertising profits; A great advertising campaign can be unnecessary if it brings less money than the cost of the campaign.
Many strategic media planning involves refining and defining the brand or attributes of the product Target audience. This may include advertising or even packaging information that clearly and specifically states what the product is, why is itDinečný and why he provides the best value and performance to a targeted audience. By creating a clear, well -defined brand, the company can create the base of loyal customers who are attracted to the brand for its specific attributes.
Strategic media planning does not stop after purchase of advertising, but continues throughout the implementation and control. Businesses can use marketing staff to check with advertisers to ensure that advertising is determined; For example, advertising for newspapers appears in the correct part of the paper and is not blurred or poorly printed. While an advertising campaign is being operated, media planners must start to obtain and analyze brand perception and new customers to help determine whether the plan is effective. Carefully analyzing the success or failure of the Strategic Media Plan of Cpomoc to improve the future media unit, leading to an even better return with another media campaign.