Media planning requires matching the target audience to the appropriate media. Once the target audience is identified, selection is made based on the profiles of various media that is available, while also evaluating cost.
It’s the decisions made by advertisers which determine what media to use for an advertising campaign and to make the most effective use of each medium, within the limits of the media budget. It is also the series of decisions involved in the delivery of an advertising message to prospective purchasers or users of a product or service.
A very traditional approach to start your media plan would be to define a target group in terms of demographics. The most common demographic variables are those that are related to age, sex and socio-economic class.
Today the consumers are being exposed to numerous messages of varied types of products and services available. Each of these products or service claims to be the best option/choice for the consumer. He is being bombarded with these messages at every step, every place he/she goes.
Thus, an advertiser essentially needs to know whether the information delivered by him has reached the target audience or not. He needs to find out if the message was understood and retained by the consumer. Recall by the consumer is of utmost importance. In addition to recall a marketer needs to understand the consumer’s perception and change in behavior caused by the communication of the product/service or by the competitors.
But the scope of media planning is more than just understanding the consumer. In every aspect related to advertising, brand management and marketing one needs to understand the Core Target Audience to plan the communication accordingly. Media planning is one step in the entire advertising process. It is not only important to have the best creative layout, the most appropriate message or the most monies invested. It’s all futile if not delivered to the right people at the right time.
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