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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 Fri. May / 14 / 2021

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The Benefits of Local Advertising  TAPinto.net

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Chilean Senate debates new casino advertising regulations  SBC Americas

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Brands in Latin America strive for more diversity in their advertising  Business Insider

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Inside the Lucrative and Murky World of Advertising Search Consultants  Business Insider

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Advertising on popular made-for-kids online channels  EurekAlert

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Fox Sports Makes Early Pitch to Woo Advertisers  Variety

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U.S. judge dismisses advertisers' antitrust claims against Google  Reuters

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Okiano: Revolutionalizing Digital Advertising  Yahoo Finance

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Reagan Outdoor Advertising honoring 2021 graduates on digital bi - WRCBtv.com | Chattanooga News, Weather & Sports  WRCB-TV

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Inclusion Of Ethnic Minorities In Advertising Must Go Beyond Inclusion  MarTech Series

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Value Exchange Advertising: More Valuable Than Ever  MarTech Series

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Advertising Upstarts Taking on Established Giants Like WPP and IPG  Business Insider

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Crisis Pregnancy Center Advertising Targeted by Pending Legislation in State Legislature  CT Examiner

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Three students sue coding bootcamp Lambda School alleging false advertising and financial shenanigans  TechCrunch

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How legacy advertising agencies are struggling in the digital era  Business Standard

P&G spending $1 million to increase LGBT visibility in advertising - Cincinnati Business Courier - Cincinnati Business Courier
P&G spending $1 million to increase LGBT visibility in advertising - Cincinnati Business Courier  Cincinnati Business Courier

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Facebook advertisers are getting hit by Apple's privacy changes  Business Insider

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Social Media Advertising for Service Brands  Franchising.com

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Comscore Vice President Kristin Sullivan-Stoesser to Moderate Panel at Advertising Research Foundation 'Women in Analytics' Event  PRNewswire

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At IAB Podcast Upfront, Diverse Voices Take Center Stage While Podcast Advertising Revenue and Audiences Boom  Editor And Publisher Magazine

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Finecast delves into the future of TV advertising  The Drum

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Future of advertising on open internet central topic for 'The Cookie Conundrum' event on May 19  SiliconANGLE News

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Why is Japanese brand Muji advertising ties to forced labor?  Fast Company

P&G and GLAAD Look To Advance LGBTQ Visibility In Advertising - SHOOT Online
P&G and GLAAD Look To Advance LGBTQ Visibility In Advertising  SHOOT Online

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St. Michaels approves new budget after tourism advertising cuts  The Star Democrat

How Alan Moss is helping Amazon become an advertising giant - Business Insider
How Alan Moss is helping Amazon become an advertising giant  Business Insider

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Insurance Advertising Market Is Booming Worldwide : Liberty Mutual, Berkshire Hathaway, Nationwide Mutual  Insurance News Net

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The Shifting Advertising Landscape by Ryan Bricklemyer | Techfunnel  TechFunnel

Companies Like Mirriad Advertising (LON:MIRI) Can Afford To Invest In Growth - Yahoo Finance
Companies Like Mirriad Advertising (LON:MIRI) Can Afford To Invest In Growth  Yahoo Finance

Apple's Privacy Changes Are Disrupting Advertising on Facebook - Business Insider
Apple's Privacy Changes Are Disrupting Advertising on Facebook  Business Insider

CommScope Deploys Video Advertising Solutions Across a4's Video Footprint - Business Wire
CommScope Deploys Video Advertising Solutions Across a4's Video Footprint  Business Wire

NTSD advertising 2021/22 budget with no tax increase | Local | tiogapublishing.com - The Wellsboro Gazette
NTSD advertising 2021/22 budget with no tax increase | Local | tiogapublishing.com  The Wellsboro Gazette

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EV charging tech provider teams with outdoor media company on digital advertising network  Kiosk Marketplace

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Should You Accumulate MDC Partners Inc (MDCA) in Advertising Agencies Industry?  InvestorsObserver

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We Really Appreciate Our ATL Advertisers  Above the Law

Japan’s Muji Appeals to China by Advertising Use of Xinjiang Cotton - The Wall Street Journal
Japan’s Muji Appeals to China by Advertising Use of Xinjiang Cotton  The Wall Street Journal

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Blood and guts: why advertising needs to get real now health is center stage  The Drum

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Brands in Latin America are striving for more diversity in their advertising  eMarketer

MediaKind hires add direct-to-consumer streaming, advertising expertise - Light Reading
MediaKind hires add direct-to-consumer streaming, advertising expertise  Light Reading

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Ford’s new in-car advertising patent is what hell looks like  The Next Web

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The Power of Conscious Advertising And Why It's the Future  MarTech Series

Is Apple Hurting Your Facebook Advertising? - INSTORE MAG
Is Apple Hurting Your Facebook Advertising?  INSTORE MAG

Procter & Gamble Partners With GLAAD To Advance LGBTQ Acceptance Through Advertising - Forbes
Procter & Gamble Partners With GLAAD To Advance LGBTQ Acceptance Through Advertising  Forbes

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Sports Betting Advertising Spend Totals $154M in Q1  Casino.Org News

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ADVERTISING: Advertorial — How to support liver and gallbladder health naturally  Coeur d'Alene Press

Apple Is Changing How Digital Ads Work. Are Advertisers Prepared? - Harvard Business Review
Apple Is Changing How Digital Ads Work. Are Advertisers Prepared?  Harvard Business Review

Where Does Townsquare Media Inc (TSQ) Stock Fall in the Advertising Agencies Field After It Has Risen 23.96% This Week? - InvestorsObserver
Where Does Townsquare Media Inc (TSQ) Stock Fall in the Advertising Agencies Field After It Has Risen 23.96% This Week?  InvestorsObserver

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What Is An Advertisement? The National Advertising Division Weighs In.  JD Supra

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Cloud Advertising Market to Eyewitness Massive Growth by 2026 | Google, Rackspace, IBM, Adobe Systems – The Shotcaller  The Shotcaller

IAB: Podcast Advertising To Surpass $1B This Year 05/12/2021 - MediaPost Communications
IAB: Podcast Advertising To Surpass $1B This Year 05/12/2021  MediaPost Communications

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Advertising our gender bias  Deccan Herald

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Social Advertising Software Market 2021 Global Insights and Technology Advancement – Twitter, AdRoll, Facebook, MediaMath – The Shotcaller  The Shotcaller

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Direct-to-Consumer Pharmaceutical Advertising (DTCPA) Market Size, Status and Business Outlook 2021 -HARVARD POLITICAL REVIEW, MDedge, FDA – The Shotcaller  The Shotcaller

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Consumer Empowerment and the Future of Advertising  MarTech Series

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The Apple and Amazon Side Hustles  The New York Times

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We Think The Compensation For Lamar Advertising Company (REIT)'s (NASDAQ:LAMR) CEO Looks About Right  Simply Wall St

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How to Advertise in Newsletters: A Beginner's Guide (with Examples)  Search Engine Journal

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Big advertisers are threatening to yank TV dollars  Business Insider

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Is SRAX Inc (SRAX) a Smart Choice in Advertising Agencies Friday?  InvestorsObserver

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Apple Expands Advertising Business in the Midst of App Tracking Clampdown  CPO Magazine

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Institutional Advancement at St. Mary's College a “Best of Show” at the 36th Annual Educational Advertising Awards  The Southern Maryland Chronicle

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Outdoor Advertising Machines Operating Market 2021 Business Scenario – Burkhart Advertising, Clear Channel Outdoor, CBS, Stroer Media, Lamar Advertising – The Shotcaller  The Shotcaller

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Publishers Call on President to Use Local Newspaper Advertising to Help Reach Vaccination Goal  Editor And Publisher Magazine

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Truthify Patents Emotion-based Custom Advertising System  findBIOMETRICS

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How Alan Moss Is Turning Amazon Into Advertising Powerhouse  Business Insider

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Advertisers Can Activate Now Their First-Party Data Across Microsoft Advertising  AdExchanger

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This Week in Apps: App Store advertising expands, Google Play plans for safety, Epic v. Apple trial begins  TechCrunch

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Advertise Coin: A Token For The Content Artist & Advertisers Achieves The Soft-Cap!  GlobeNewswire

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The Marketing and Advertising Agency Report 2021 - Insider Intelligence Trends, Forecasts & Statistics  eMarketer

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7 Advertising & Marketing Trends in Banking for 2021  The Financial Brand

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Alphabet’s profit more than doubled last quarter as Google’s advertising business rebounded.  The New York Times

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ICYMI: Maryland's Digital Advertising Tax | Fox Rothschild LLP - JDSupra  JD Supra

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Worldwide In-Application Advertising Industry to 2026 - Key Motivators, Restraints and Opportunities  PRNewswire

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Researchers Uncover Advertising Scam Targeting Streaming-TV Apps  The Wall Street Journal

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Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak  CNBC

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In the Roaring Twenties, Ads Make a Comeback  The New York Times

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How Walmart is pitching advertisers  Business Insider

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Signal tried to use Facebook's targeted advertising data against it  Engadget

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Facebook allows advertisers to target children interested in smoking, alcohol and weight loss  The Guardian

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As Newsletter Advertising Grows, Advertisers Opt for Quality Over Quantity  Adweek

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Ad Spending Jumps as Google, Facebook and Other Digital Players Ride Economic Rebound  The Wall Street Journal

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Social Media Advertising to Have Strong Impact on Advertising, Public Relations, and Related Services Businesses | Discover Company Insights for the Advertising Industry | BizVibe  PRNewswire

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Microsoft Advertising's New Features & More Digital Marketing News  Search Engine Journal

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Admix In-Play Advertising Verified for the First Time by IAS  PRNewswire

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Global Digital OOH Advertising Market (2021 to 2026) - Industry Trends, Share, Size, Growth, Opportunity and Forecasts  PRNewswire

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Sierra Nevada Corporation to advertise space spinoff on Saturday Night Live  SpaceNews

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Here Are the Advertising, Media and PR Nominees for the 25th Annual Webby Awards  Adweek

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The Power of TikTok for Marketers and Advertisers [Infographic]  Social Media Today

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Pre-Upfront Moves: Disney Advertising Sales Makes Senior Exec Promotions 04/20/2021  MediaPost Communications

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WarnerMedia plans to charge $9.99 per month for ad-supported HBO Max  CNBC

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How product placements may soon be added to classic films  BBC News

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ViacomCBS Issues Advertising Guidelines For Its Adult Directed Networks - Media, Telecoms, IT, Entertainment - United States  Mondaq News Alerts

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Apple to boost ads business as iPhone changes hurt Facebook  Financial Times

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AB InBev On Why Advertisers Are Starting To Act More Like Publishers  AdExchanger

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Firefox, Edge, Safari, and other browsers won’t use Google’s new FLoC ad tech  The Verge

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What Digital Advertising Gets Wrong  Harvard Business Review

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The New Realities of Advertising During COVID-19  Total Retail

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