Media Planning Demystified

So, you’ve decided you want to advertise but still want to maximize your budget to get the most exposure for your dollar. Media planning, especially across several different types of media, can seem intimidating to those not familiar with the process. Our account managers shed some light on the often complex and time-consuming world of media planning and offered these four tips.

Know Your Target Audience - Before you start planning, it’s extremely important to narrow down who you would like to reach and any goals you would like to achieve through your media placements. Once you have your audience and objectives in mind, it’s much easier to select placement times, media and frequency.

Budget Your Planning Time and Media Investment - It’s easy to underestimate the cost of ad placements and the time it takes to schedule them when you are new to media planning. Be sure to start planning your schedule well in advance to really research the appropriate channels, especially when dealing with TV. Some may be more expensive than you expected, so give yourself the time to evaluate all opportunities to maximize your budget.

Relationships are Key - Building relationships with the vendors of each medium can mean the difference between a successful media plan and a misuse of your budget. Working with an agency who has already built these strong relationships can guarantee you will be privy to more in-depth opportunities for your advertisements. Teaming with an agency that understands, and can even help you establish goals, means they will source the best possible placements customized for you.

Measure the Results - Determining if your media planning has paid off is paramount. Don’t forget to ask new clients how they heard about your company. This can be done through a survey, or more informally if you prefer. Also, you can determine if any adjustments should be made. Measuring direct ROI can be difficult unless there is a specific call to action related to the ad campaign. General advertising builds brand awareness and is a long term marketing strategy.

If you’re ready to take the advertising challenge, give us a call. Our account managers will optimize your time and money to raise awareness among the right target audiences.

Erin Higgins
Director of Marketing Services
ehiggins@cmasolutions.com