Media Research Planning and Buying
The customers watch TV, they read newspapers and magazines. They research on the Internet and read e-mails and millions of advertising messages reach them through all of these media. But which ones work best for brand or client to reach them? And how many should someone use? What is the reach? What is Cost Per Thousand (CPT)? Is the client getting right TRP or the print vehicle is suitable for the target audience?
Media Planning are those activities that, after having received an objective, defines targets, identifies key factors and elements essential in attaining these objectives while keeping in mind these factors; and then selecting various media based on past experience (either by self, through research or through external help) while sticking to a reasonable budget. This process, in its entirety forms the entire spectrum of Media Planning Activities.
The Objective
Everything depends on the objective. Do you want to seize a sizeable share of market space within the real estate segment? Do you want to create a market of your own? Do you want to double your revenue within a year? Do you want to help flaggin sales? Objectives can be as varied as anything else, and each business leader, (e.g. the C.E.O, Director, Chairman or C.O.O) is primarily responsible in defining these objectives. The entire marketing operation is bound to fail if the business leaders (or "top" management) are unclear as to the business objectives that their specific businesses demand. If they cannot communicate this vision clearly to their marketing and sales teams, money is going to be spent without a Return on Investment.
These objectives, if quantified and realistic, form the basis on which every marketing decision is made; and without clear goals, no amount of media planning is going to save the company from collapse.
Also, once the defining parameters are handed over to the media planning specialist, the management should ideally stay away from the planning team. The planning team is ultimately responsible for results, and therefore, the management should not interfere or hinder their activity. After all, if you're not going to take your specialist's advise, then you don't need a specialist; or, you don't deserve one.
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