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Media Planning: Smart Choices for Your Success


Media Planning for Smarties

You say you're ready to advertise. How are you going to choose whether to place your ad in the local newspaper or a national magazine? Why not do a radio spot or place a banner ad on a related company's website? Understanding the benefits and pitfalls of these different forms of media will help you get the most out of your advertising budget.

Do you believe that simply placing an ad in the newspaper or a commercial on the radio will drive customers to purchase your product or service? Or does your business have a well-developed marketing strategy with an advertising plan for the year? An effective advertising plan will clearly identify and select the media that will provide the greatest amount of targeted exposure for your business.

Your advertising plan should answer the following questions: What are your specific marketing objectives? Who are your target markets? What media types will you use? How many placements will you buy? What is your advertising budget? How will you track the effectiveness of your advertising efforts?

The marketing strategies you implement with your advertising plan will depend on the length of time your products/services have been on the market, how you've chosen to position your business, the message you wish to send, and the media you'll use to send it. Advertising will keep your product or service in the public's eye by creating greater awareness over time. Defining your target market in terms of demographic, geographic, psychosocial characteristics will be the single most important factor in selecting which media to use. Choosing between radio stations, newspapers, magazines, and television stations, will be evident if you have defined your market well.

Savvy planners set advertising goals in terms of reach, frequency, gross rating points (GRP), and continuity. A basic knowledge of these terms will help you talk to advertising representatives and understand their media planning kits:

Reach is the number of different people or households that are exposed to your message during a specified time period.

Frequency is the number of times that your target prospects are exposed to your message.

Gross Rating Points (GRP) are a measurement that equals the reach multiplied by the average frequency. The GRP is intended to give the total impact of the media effort. Continuity relates to the scheduling or timing of the media placements.

Your overall marketing budget will determine how much you will spend on your advertising. Getting preliminary placement costs will help you estimate how much will be required to have an impact on the consumer. Like many aspects of marketing, it is not an exact science and you will have to use your judgment when it comes to developing a budget. It's always a good idea to reserve a small portion of your budget for unexpected opportunities, like a "special issue" just before an important event that you had not planned for. Scheduling the actual media placement will depend on the seasonal sales patterns of your product. Typically, advertising will run in a continuous, pulsed, or flighted schedule.

To build sales, your business has to market itself. And, since advertising is expensive, it's important to make your efforts effective. However, advertising planning can be a bigger job than most people anticipate. A marketing professional can help you to define your goals, develop your advertising plan, and place your advertising to maximize the impact and effectiveness of your message.

Here is an overview of the pros and cons of different types of media:

Newspapers

Advertising in a daily newspaper can be very effective if your product or service is relevant to most people. On the other hand, it can be a waste of advertising dollars if you are trying to reach a very specific interest group. Newspapers allow you to take advantage of current events. This is a great advantage if you're selling roses and Valentines Day is a week away, but isn't likely to be helpful if you're trying to reach a narrow niche (ex: marketing a new technology to IT managers at community hospitals). Advertisers will find an unlimited amount of print space available, but the cost is incrementally high. It doesn't pay to incorporate detailed photographs or quality color images when the newspaper printing is generally poor to medium quality.

Magazines

Magazines allow for good quality image reproduction and layout flexibility. Advertising space is usually expensive. Magazines cover hundreds of niche interest areas, so finding the right publication to reach a specific audience is easy. Magazines tend to be around for a longer time, so ads have the potential for being seen multiple times. However it is difficult to predict when the reader will actually see an ad. Deadlines for advertisements are generally a month in advance of publication, so there isn't much room for last minute changes.

Internet

Web advertising can take the form of a Web site or an ad banner on another's website. With an ad banner targeting a specific audience is a matter of finding other relevant but non-competing websites that reach the same target audience. Websites that are set up intelligently count hits and can even identify repeat traffic. It pays to study the traffic and number of hits at the different sites and make your own comparison. Ads can be interactive and quickly edited. When properly indexed and registered on search engines, advertisers can maximize the number of potential hits. The negatives are that it is difficult to gauge the impact and costs effectiveness of Internet advertising.

Radio

Radio is a great medium for targeting a concentrated geographic area and is considered to be relatively cost-effective. The various formats such as talk radio, classical, and easy listening help zero in on the demographics that match those of the targeted consumer. Advertisers can select the frequency and time of day that most closely matches the target audience's listening habits. With radio there is room for quick reaction to sudden developments like a snowstorm or a stock market crash. Since radio uses voice, the advertiser can reinforce his or her message with a voice that suits the message.

Other

Other forms of media that one might consider include direct mail, broadcast TV, cable TV, transit, and outdoor billboard advertising. If your decision seems more complex than you anticipated, consider soliciting the help of an advertising agency. An ad agency can not only help you select the most appropriate forms of media, but can develop and design ads maximize the impact of your message on your potential consumers.

Define your target audience, map out your advertising, and determine your marketing goals. Make sure you have a tracking system in place. With a carefully developed advertising plan, your business should realize a much better rate of return from all of your advertising efforts!

Wendy Maynard, your friendly marketing maven, is the owner of Kinesis. Kinesis specializes in marketing, graphic and website design, and business writing. Visit http://www.kinesisinc.com/resources/articles.html for more articles and free marketing wisdom.

You can visit her marketing blog, Kinetic Ideas at: http://www.wendy.kinesisinc.com

Want to harness the power of kinetic marketing? Sign up for Kinesis Quickies, a free bi-monthly marketing e-newsletter: http://www.news.kinesisinc.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. November / 13 / 2019

Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up - INSIDER
Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up  INSIDER

Zeroing in on Transit Advertising - American Laundry News
Zeroing in on Transit Advertising  American Laundry News

Tencent Earnings Drop 13% as Rivals Intrude on Its Advertising Territory - Wall Street Journal
Tencent Earnings Drop 13% as Rivals Intrude on Its Advertising Territory  Wall Street Journal

The Minnesota Twins are advertising for a new mascot - Hartford Courant
The Minnesota Twins are advertising for a new mascot  Hartford Courant

Enforcement Alert: Social Media Advertising - Brewers Association
Enforcement Alert: Social Media Advertising  Brewers Association

So you want to be T.C. Bear? The Minnesota Twins advertising for a new mascot - Minneapolis Star Tribune
So you want to be T.C. Bear? The Minnesota Twins advertising for a new mascot  Minneapolis Star Tribune

Amazon Advertising is now TAG certified - PPC Land
Amazon Advertising is now TAG certified  PPC Land

Cadent Recognized for Leadership in Addressable TV Advertising - Olean Times Herald
Cadent Recognized for Leadership in Addressable TV Advertising  Olean Times Herald

Is digital advertising a lot less effective than the ad industry believes? - Econsultancy
Is digital advertising a lot less effective than the ad industry believes?  Econsultancy

The Pitch: Advertising and marketing news for 11.12.19 - RichmondBizSense
The Pitch: Advertising and marketing news for 11.12.19  RichmondBizSense

Is Uber Local Advertising's Duopoly Killer? - Street Fight
Is Uber Local Advertising's Duopoly Killer?  Street Fight

Don't Sell Invibes Advertising SA (EPA:ALINV) Before You Read This - Yahoo Finance
Don't Sell Invibes Advertising SA (EPA:ALINV) Before You Read This  Yahoo Finance

Screenvision: A leader in movie theater advertising is getting into sports - Yahoo Finance
Screenvision: A leader in movie theater advertising is getting into sports  Yahoo Finance

Billboard REIT Derby: Lamar Vs. Outfront - Seeking Alpha
Billboard REIT Derby: Lamar Vs. Outfront  Seeking Alpha

Digiday Research: Marketers are increasingly advertising on retail sites - and not just Amazon - Digiday
Digiday Research: Marketers are increasingly advertising on retail sites - and not just Amazon  Digiday

How Advertisers Are Approaching Amazon - eMarketer
How Advertisers Are Approaching Amazon  eMarketer

Kansas Legislature will be asked to repeal ban on raw milk advertising - Food Safety News
Kansas Legislature will be asked to repeal ban on raw milk advertising  Food Safety News

G5 Launches New Cross-Channel Spend Optimizer That Improves Digital Advertising Performance Up To 25% - MarTech Advisor
G5 Launches New Cross-Channel Spend Optimizer That Improves Digital Advertising Performance Up To 25%  MarTech Advisor

Facebook’s Libra Will Generate Revenue Through Advertising (But Your Data Will Remain Safe) - BeInCrypto
Facebook’s Libra Will Generate Revenue Through Advertising (But Your Data Will Remain Safe)  BeInCrypto

Metro, Which Couldn't Explain Its Advertising Guidelines, May Sell Naming Rights to Its Stations - Washingtonian
Metro, Which Couldn't Explain Its Advertising Guidelines, May Sell Naming Rights to Its Stations  Washingtonian

Club for Growth extends advertising against House Dems over impeachment | TheHill - The Hill
Club for Growth extends advertising against House Dems over impeachment | TheHill  The Hill

Here’s the Army’s Next Big Advertising Campaign - Military.com
Here’s the Army’s Next Big Advertising Campaign  Military.com

Internet Advertising Leads To Drug, Child Neglect Charges - Crothersville Times
Internet Advertising Leads To Drug, Child Neglect Charges  Crothersville Times

Unlocking Disproportionate Growth Through Audio Advertising 11/12/2019 - MediaPost Communications
Unlocking Disproportionate Growth Through Audio Advertising 11/12/2019  MediaPost Communications

Apple's ad agency has layoffs as the company beefs up its in-house ads group - CNBC
Apple's ad agency has layoffs as the company beefs up its in-house ads group  CNBC

Inside story of this leader's rise through advertising and the firm that inspired 'Mad Men' - Yahoo Lifestyle
Inside story of this leader's rise through advertising and the firm that inspired 'Mad Men'  Yahoo Lifestyle

How This Season's Late Thanksgiving Impacts Retail Advertising - AdExchanger
How This Season's Late Thanksgiving Impacts Retail Advertising  AdExchanger

How top health websites are sharing sensitive data with advertisers - Financial Times
How top health websites are sharing sensitive data with advertisers  Financial Times

Rugby World Cup boosts ITV’s advertising revenue - Financial Times
Rugby World Cup boosts ITV’s advertising revenue  Financial Times

Unilever, Sky, 02 join advertising blockchain pilot - Ledger Insights
Unilever, Sky, 02 join advertising blockchain pilot  Ledger Insights

Michigan Personal Injury Firm Goodman Acker Releases Groundbreaking Advertising Spot to Thank Detroit - PRNewswire
Michigan Personal Injury Firm Goodman Acker Releases Groundbreaking Advertising Spot to Thank Detroit  PRNewswire

State investigating marijuana advertising at Lewiston Colisée - Kennebec Journal & Morning Sentinel
State investigating marijuana advertising at Lewiston Colisée  Kennebec Journal & Morning Sentinel

The Advertising Industry Has a Problem: People Hate Ads - The New York Times
The Advertising Industry Has a Problem: People Hate Ads  The New York Times

NYF's Advertising Awards Launches 'Mad For This Ad' Initiative - Branding in Asia Magazine
NYF's Advertising Awards Launches 'Mad For This Ad' Initiative  Branding in Asia Magazine

A mobile advertising holiday roadmap for retailers - Retail Customer Experience
A mobile advertising holiday roadmap for retailers  Retail Customer Experience

Tech industry should not be deciding on political advertising - The Irish Times
Tech industry should not be deciding on political advertising  The Irish Times

Global In-game Advertising Market to Witness Stable Growth during the Forecast Period 2019-2028 - Sound On Sound Fest
Global In-game Advertising Market to Witness Stable Growth during the Forecast Period 2019-2028  Sound On Sound Fest

New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market - The New York Times
New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market  The New York Times

What's Behind Facebook and Twitter's Different Stances On Political Advertising? - The National Interest Online
What's Behind Facebook and Twitter's Different Stances On Political Advertising?  The National Interest Online

Politics will drive billions in local advertising spending in 2020: Report - Fox Business
Politics will drive billions in local advertising spending in 2020: Report  Fox Business

Cross-Platform and Mobile Advertising Market Analysis, Trends, and Forecasts, 2025 - Global Market is Projected to Grow by US$260 Billion - ResearchAndMarkets.com - Business Wire
Cross-Platform and Mobile Advertising Market Analysis, Trends, and Forecasts, 2025 - Global Market is Projected to Grow by US$260 Billion - ResearchAndMarkets.com  Business Wire

Advertising school launches immersive technology program - UT The Daily Texan
Advertising school launches immersive technology program  UT The Daily Texan

US Advertisers Will Allocate Nearly $7 Billion to Connected TV This Year - eMarketer
US Advertisers Will Allocate Nearly $7 Billion to Connected TV This Year  eMarketer

Sinclair leads $10.3M investment in rideshare advertising startup Octopus - TechCrunch
Sinclair leads $10.3M investment in rideshare advertising startup Octopus  TechCrunch

Trump Outspends Top Four Democratic Contenders on Digital Advertising - MediaFile
Trump Outspends Top Four Democratic Contenders on Digital Advertising  MediaFile

2019 – 2020 Political Issue Advertising The Blessing and the Curse! - JD Supra
2019 – 2020 Political Issue Advertising The Blessing and the Curse!  JD Supra

Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It. - The New York Times
Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It.  The New York Times

5 Amazon advertising execs who could replace Seth Dallaire - Business Insider
5 Amazon advertising execs who could replace Seth Dallaire  Business Insider

General election: The Independent needs you to send us any political advertising you see on Facebook - The Independent
General election: The Independent needs you to send us any political advertising you see on Facebook  The Independent

Social media urged to suspend political advertising - BBC News
Social media urged to suspend political advertising  BBC News

Why assumption is the mother of all advertising stereotyping - The Drum
Why assumption is the mother of all advertising stereotyping  The Drum

Missing a big audience, Walmart’s streaming video play, Vudu, has struggled to win over advertisers - Digiday
Missing a big audience, Walmart’s streaming video play, Vudu, has struggled to win over advertisers  Digiday

ITV to launch new addressable advertising platform - Broadband TV News
ITV to launch new addressable advertising platform  Broadband TV News

ITV announces new addressable advertising platform Planet V - IBC365
ITV announces new addressable advertising platform Planet V  IBC365

Roku Doubles Down on Advertising Tech - Motley Fool
Roku Doubles Down on Advertising Tech  Motley Fool

Twitter Is Banning Political Ads. But It Will Allow Those That Don't Mention Candidates Or Bills. - BuzzFeed News
Twitter Is Banning Political Ads. But It Will Allow Those That Don't Mention Candidates Or Bills.  BuzzFeed News

2020 candidates are mostly focusing their advertising spending online - Axios
2020 candidates are mostly focusing their advertising spending online  Axios

Comscore's new CEO says his company's 'sweet spot' is targeted TV advertising - AdAge.com
Comscore's new CEO says his company's 'sweet spot' is targeted TV advertising  AdAge.com

Google Considers Changing Its Political Advertising Policy - Bloomberg
Google Considers Changing Its Political Advertising Policy  Bloomberg

Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads - The Washington Post
Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads  The Washington Post

10 Questions I Have About That Weird Advertisement That Pops Up While Pooping In Death Stranding - Kotaku
10 Questions I Have About That Weird Advertisement That Pops Up While Pooping In Death Stranding  Kotaku

The Rise of Advertising on Ecommerce Marketplaces: 5 Tips to Get Ahead - Search Engine Journal
The Rise of Advertising on Ecommerce Marketplaces: 5 Tips to Get Ahead  Search Engine Journal

Why Politicians Want Your Smart-TV Data - The Atlantic
Why Politicians Want Your Smart-TV Data  The Atlantic

Why Twitter’s New Restrictions on Political Advertising Make No Sense - National Review
Why Twitter’s New Restrictions on Political Advertising Make No Sense  National Review

Disney Plus Finally Strikes A Deal With Amazon Fire; Advertisers Are Buying More Ad Tech - AdExchanger
Disney Plus Finally Strikes A Deal With Amazon Fire; Advertisers Are Buying More Ad Tech  AdExchanger

UK tax body's retrospective rethink of charity advertising tax exemption threatens media agencies - More About Advertising | Insights into Advertising
UK tax body's retrospective rethink of charity advertising tax exemption threatens media agencies  More About Advertising | Insights into Advertising

Response Indias Ram Ray left the world of advertising a better place - Business Standard
Response Indias Ram Ray left the world of advertising a better place  Business Standard

Lawsuit Against Facebook Uses Public Accommodation Law to Challenge Advertising - Forbes
Lawsuit Against Facebook Uses Public Accommodation Law to Challenge Advertising  Forbes

Tony Khan Reveals the Future of “Lights Out” Matches, Talks AEW Advertising - eWrestlingNews
Tony Khan Reveals the Future of “Lights Out” Matches, Talks AEW Advertising  eWrestlingNews

ANALYSIS: A weak advertising market has caught up with Nine - AdNews
ANALYSIS: A weak advertising market has caught up with Nine  AdNews

New TripAdvisor China Venture Eyes Digital Advertising Revenues - Skift
New TripAdvisor China Venture Eyes Digital Advertising Revenues  Skift

3 steps to help improve diversity in advertising (And why that's smart) - AdAge.com
3 steps to help improve diversity in advertising (And why that's smart)  AdAge.com

Advertising or art? Bristol restaurant asked to remove window signs - Turn to 10
Advertising or art? Bristol restaurant asked to remove window signs  Turn to 10

Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million - Forbes
Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million  Forbes

The Problem of Political Advertising on Social Media - The New Yorker
The Problem of Political Advertising on Social Media  The New Yorker

The Rundown: Advertisers mull how much digital advertising is too much - Digiday
The Rundown: Advertisers mull how much digital advertising is too much  Digiday

Here's why Facebook dominates in digital advertising - Fox Business
Here's why Facebook dominates in digital advertising  Fox Business

One bright spot in Amazon's ugly quarter — its advertising business is growing like crazy - CNBC
One bright spot in Amazon's ugly quarter — its advertising business is growing like crazy  CNBC

'We've been selling the wrong thing': Newsworks CEO Tracy De Groose on why digital advertising is broken - The Drum
'We've been selling the wrong thing': Newsworks CEO Tracy De Groose on why digital advertising is broken  The Drum

Advertisers flood World Series for D.C. opinion leaders - Axios
Advertisers flood World Series for D.C. opinion leaders  Axios

How to Invest in Digital Advertising - The Motley Fool
How to Invest in Digital Advertising  The Motley Fool

Examining blockchain: uses in advertising, media and beyond - Campaign Asia-Pacific
Examining blockchain: uses in advertising, media and beyond  Campaign Asia-Pacific

Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening - The Wall Street Journal
Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening  The Wall Street Journal

The Esports Ads launches esports advertising database - Esports Insider
The Esports Ads launches esports advertising database  Esports Insider

WPP comparable sales rise as advertising backs 2019 guidance - MarketWatch
WPP comparable sales rise as advertising backs 2019 guidance  MarketWatch

Google’s BERT Update, Facebook News, Twitter Political Advertising & More [PODCAST] - Search Engine Journal
Google’s BERT Update, Facebook News, Twitter Political Advertising & More [PODCAST]  Search Engine Journal

eMarketer Podcast: The Advertisers Shifting Spend from Traditional Media to Digital - eMarketer
eMarketer Podcast: The Advertisers Shifting Spend from Traditional Media to Digital  eMarketer

Advertising guru Ram Ray passes away - The Hindu
Advertising guru Ram Ray passes away  The Hindu

Fox Partners With iSpot.tv To Improve Advertising Performance - Forbes
Fox Partners With iSpot.tv To Improve Advertising Performance  Forbes

Democratic Strategists Set Up $75 Million Digital Campaign to Counter Trump - The New York Times
Democratic Strategists Set Up $75 Million Digital Campaign to Counter Trump  The New York Times

Allan Kalish, 94, an advertising icon who ‘should have been a third baseman for the Phillies’ - The Philadelphia Inquirer
Allan Kalish, 94, an advertising icon who ‘should have been a third baseman for the Phillies’  The Philadelphia Inquirer

Amazon gaining on Google in search advertising market share - GeekWire
Amazon gaining on Google in search advertising market share  GeekWire

Art or advertising? Bristol board rules Chinese calligraphy will have to go - The Providence Journal
Art or advertising? Bristol board rules Chinese calligraphy will have to go  The Providence Journal

Reconciling Reach And Brand Safety In B2B Advertising - AdExchanger
Reconciling Reach And Brand Safety In B2B Advertising  AdExchanger

Iconic Murphy's mural in Cork is painted over after falling foul of alcohol advertising law - Irish Post
Iconic Murphy's mural in Cork is painted over after falling foul of alcohol advertising law  Irish Post

Amazon CFO Talks One-Day Shipping, Torrid Advertising Growth, and More - The Motley Fool
Amazon CFO Talks One-Day Shipping, Torrid Advertising Growth, and More  The Motley Fool

Juul agrees to stop advertising to youth in settlement with Oakland nonprofit - San Francisco Chronicle
Juul agrees to stop advertising to youth in settlement with Oakland nonprofit  San Francisco Chronicle

Advertisers emerge as buyers for ad tech - Digiday
Advertisers emerge as buyers for ad tech  Digiday

Amazon’s Advertising Is Quickly Gaining On Google…And Other Small Business Tech News This Week - Forbes
Amazon’s Advertising Is Quickly Gaining On Google…And Other Small Business Tech News This Week  Forbes

Truth in Advertising - Ms. Magazine
Truth in Advertising  Ms. Magazine

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