The critical process of selecting and identifying media outlets such as websites, magazines, TV and radio stations, and newspapers where paid advertisements can be placed is known as Media Planning. An individual responsible for the evaluation of the media options and strategizing the campaigns to support the service, product, and brand are known as the media planner. Media planners typically find their jobs in the advertising sector.
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The job of a media planner is to develop a plan that coordinates the advertising budget of a particular client. They are the ones who decide the time, place, and how often a specific ad should feature. The more organized media planning is done, the odds of seeing better results get better. Media planning falls under the four main categories of advertising that includes
- Account management
- Brand planning
Some agencies specialize only in media planning.
Factors responsible for successful media planning
There are several factors that can make the media planning campaign successful for a business organization. They are as follows:
- Reach– Reach is the number of target customers that an organization aims to reach through its media planning campaign.
- Frequency– Frequency is the number of times the target customers will view the ad. The higher the number of times they consider, the better it will be for an organization. One thing that really needs to be considered is the cost. To increase viewership, an organization has to spend an increased amount of money.
- Cost per thousand- One of the critical things to consider while media planning is the cost and the budget. An excellent way to measure the price and the budget is to divide the overall cost of advertising by the media’s thousands of customers.
- Impact- How much impact media planning can establish is the most important thing to measure its success.
Media planning can be considered a science that is designed to generate maximum sales from all the advertising your company invests in. The advent of influencer marketing has opened up substantial opportunities for a number of businesses. In order to grow, every business wants to market and display their products authentically to their target audience as a result of which the paid post phenomenon occurred. There was a time when businesses would sell products and commodities directly to the consumers but things have changed today. Now businesses are keener on building fruitful and long-lasting relationships with consumers. It is a great idea to engage in conversation with your fans and followers in order to understand them better. You must respond to the comments and try your best to acknowledge the users.