Strategic Media Planning is the process of developing a roadmap that will be your guide in making decisions about your media campaign.
Every media plan is customized, however they all include some of all of the following elements :
Market Analysis - a review of your product or services’ marketing goals and situation is in every media plan.
Competitive Analysis -variables such as the number, size, spending patterns and strategies of your competitors are key in determining the media objective and strategies of every campaign.
Demographic Analysis - the demographics of your target audience (i.e. users or potential users) will determine which media to consider for your media plan.
Lifestyle/Behavioral Analyses -Considering the lifestyles and values of the target audience helps in the selection between various media environments. This knowledge also provides insight into prospects’ personalities during the creative process.
Geographic Analysis - An analysis of the geographic radius of where the advertising area should fall is done based on marketing objectives.
Scheduling Considerations - Variables like seasonality, pricing patterns and purchase cycles should be included to each media plan.
Media Selection Rationale - Articulates the reasons behind all individual media vehicle selections and relates them back to the marketing and media objectives and strategies.
Delivery Analysis - Where possible, an analysis of how many advertising exposures per dollar is looked at to asses and refine the media plan.
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