In the rush for every new media gadget, app and hot media deal, it appears that the tried and true process of media planning has been overlooked. In an industry renowned for hype and over sell, the traditional art of media planning should be ready for a come back, as clients question what they bought, why they bought it and how did it deliver on their set of KPI's. The fact is Media Planning is at the basis of everything in the media process leading to the approved media plan. In short Media Planning covers these key ingredients -
* Examining all the media options most relevant to company, brand or service
* Grading the options in a range of what fits best for audience impact and compatability of environment
* Applying cost calculations versus budget.
Examples: Cost per unit, Cost per '000, Cost per acquisition, Cost per tarp, Cost per conversion
* Establishing flighting patterns commensurate with budget
* Audience reach, average frequency and frequency distribution
Now you might be saying I do this all the time, this is just a basic function. However in a media world where glamour, glitz and hype are rife, the basics of media planning can easily be overlooked. Don't fall into this trap and plan on gut feel, instinct or because word of mouth or publicity says a particular medium is the hottest media destination.
Media Planning is an art and takes into consideration multiple options that can be tested before committing your hard earned media dollars. Media Planning has not gone out of fashion, it just does not receive the level of importance it deserves.
Media Futures posts this article as a service to inform, educate and update current practices in the media sector.
If in doubt seek advice from an independent media specialist.