M edia planning and buying is the process of strategizing, negotiating, and purchasing ad placements, or “inventory.” When planning what inventory to purchase, planners must take into consideration the product being advertised, target audience, and campaign goals. In addition, not only are media buyers responsible for making the initial purchase, but also for continuing to optimize performance throughout the entire campaign lifecycle. Manage your media planning and buying with Kencana Indonesia Kreasi.
“Marketing without data is like driving with your eyes closed”
Media planning is about selecting optimal media platforms for a client’s brand or product to use. The job of media planning is to determine the best combination of media to achieve the marketing campaign objectives.
In the process of planning, the media planner needs to answer questions such as:
- How many of the audience can be reached through the various media?
- On which media (and ad vehicles) should the ads be placed?
- How frequent should the ads be placed?
- How much money should be spent in each medium?
The fundamental purpose of a media plan is to determine the best way to convey a message to the target audience. A media plan sets out a systematic process that synchronizes all contributing elements in order to achieve this specific goal. The media plan is broken down into four stages; market analysis, establishment of media objectives, media strategy development and implementation, and evaluation and follow-up
Media planning’s major steps include:
Understanding the audience
Determination of content
Media buying is the procurement of media inventory. The media buying function negotiates price and placement for advertisements. Media research planning can be done by media buyers as well as media specialists. Depending on product and service, Media Buyers and Media Specialists must do a fair amount of research to determine how best to spend the allotted budget.