Media Planning, an arduous task of ad companies

Media planning and buying is not an easy task as it looks. It requires lot of digging into research and brainstorming sessions with clients and thorough analyses of the products, its unique USP and the consumers it is looking to target for, and their buying profile and tastes. In fact, the media planner ought to answer questions like    how big the audience can be reached through the various media or what media platform. And on which media the advertising campaign needs to be run; and how frequently the ads should be placed. And finally what is the advertising budget of the client vis a vis his product. Media Planning is done also keeping in view of the client’s advertising budget.

Media Planning AdAge Hermann Petzold

Then comes the selection of media, and the consumers that the clients are looking for, prefer which media, they see read and watch the most. This is the big question and a challenge. Selecting the right media to advertise a product is the biggest challenge. This is called media planning of a product’s campaign. After research on the product, the brainstorming sessions with the clients, and deciding on the media, then the campaign begins keeping in view of the media chosen. Media comprises of television, cinemas, radio, hoardings, brochures, and print media which comprises of several newspapers and magazines and digitally speaking websites, blogs, forums, newsfeeds, SEO techniques. Choosing the kind of media or type of advertising to use is challenging for small companies whose advertising budgets are limited.

Media planning is an outsourcing task that ad agencies engage in and entails sourcing and selecting optimal media platforms for a client’s brand or product to use. The job of media planning is to determine the best combination of media to achieve the marketing campaign objectives. For small firms, depending on their ad budget, local radio station or the local newspaper would be effective media vehicles. For big companies whose advertising budget has no limits, they can go in for television spots, radio spots, local and national newspapers and magazines are good media vehicles. However choosing prime time for television spots and radio spots form part of media planning. While we can choose on which place the ad in local and national newspapers be placed.

Therefore, it is understood that media planning is not an easy task as it looks. Media planning requires wide experience in advertising campaigns; just like Saroj Ads, the topmost ad agency in Chennai has 26 years of experience in media planning and buying.