Media Planning

Media Planning is truly an art, not a science. Time was when media planning was all about TARPS and weeks on air. How much has the media changed through complexity of offers, shifting audiences,lack of media channel loyalty and time poor media users. Media planning once considered a back room function is now at the forefront of marketing planning. A poorly thought out media plan can burn off dollars quicker than a bushfire. When undertaking a media plan consider these key elements-

* ROI - Does the plan maximise my budget

* Audience - How much wastage or overlap exists

* Effective frequency - How is my audience being impacted to create a result

* New mediums - What new media have been considered in the market

* Engagement - Does the plan involve my audience to act and respond Media Planning is a crucial element to the whole communication process.

Spend time with a media professional who has a feel for the market and not with a planner who works on computer generated models devoid of savvy, skill and empathy with the art.