Media planning

Advertising campaign planning lays the foundation for the advertising success. With the creativity being a frontage which sees everything and can assess everything, planning is a complex engineering structure. Planning is based on the life cycle of media and knowledge of specific features of the audience's behavior of publications, canals, other communication resources. After all, the task of media planning is to find a way to contact a representative from the target audience several times enhancing the effect of the advertising campaign.

Naturally, it's necessary to know the media market very well to deal with media planning. There is nothing worse than a plan made as "carbon copy" because this plan won't repeat the success (if it actually was). What should you remember? There are many factors and they will vary in relation to different media.

When working with different media different approaches are practiced because each separate media is a special style of communication with the audience. Your product or service must be put in a friendly environment. They should blend with the information context of media.

Currently, we hear about "new" and "traditional" media in increasing frequency. The fascination of words creates such a psychological pressure that makes you treat the "traditional" media as something old-fashioned which reflects its time and life-expired. While the "new" media are something beautiful, full of vitality and able to bring a true success to a product or a service with their future entrusted to the "new" media. Is that true? Of course, it's not. Progress brings new opportunities into our lives to be used, including media planning, complementing already well-known and powerful resources which proved their consistency more than once.

It is curious that since the Internet with its many interactive options came into our lives, they say about the imminent and inevitable death of traditional advertising with increasing frequency. However, all surveys confirmed the power of traditional advertising rather than described a "low pulse" and "shallow breath" of the patient.

We are most unlikely to see a quick decline of print media or television. We will probably continue listening to the radio and search news in the Internet. Yes, we will acquire more opportunities, we will be able to stay in touch and receive news on mobile phone. Wherever we may be we will register in the social networks and communicate with the people we are interested in.

All that means that media planning is becoming more complex. It's much more difficult to predict the result of an advertising campaign, but the goods or services obtain more opportunities to succeed. It was not so five, ten or 20 years ago. You should know how to use these opportunities as they impose absolutely new requirements for media planning raising the professional bar to unprecedented height.

The success of media planning is the understanding of media assets, their specific features, advantages and disadvantages of each resource. The main thing is the combination of the advantages minimizing the disadvantages.

Here is the way we see the specific features of the main media we actively use when planning the advertising campaigns of our clients.

Television is a resource of influence. Whatever the goals and ambitions of your products or services are you should choose the channel your audience trust. We separate the television nationally and globally. With modern technologies, the development of transport and logistics, our world has become smaller, but there are much more opportunities for goods and services. You should learn how to use these opportunities. Advertising planning on global TV such as BBC World demands enormous professionalism and understanding how global information flows are organized. When planning a global advertising campaign we often solve problems which are associated with the cultural and communication differences. You should find the right media. There are few media in the world that are trusted internationally. BBC World is one of such resources. We believe that BBC World is a unique media source in many ways. It not only creates a platform for the advertisers for dialogue with its audience, but provides advantages of its brand to the goods and services advertised on television.

When do you need a global television and when is it possible to rely on the effectiveness of national one? The answer is quite simple. When it comes to advertising of national products with strictly limited perspectives by the national territory it is necessary to use national television. When you are talking about a world without borders and international ambitions in the TV commercial you need a global television.

Press is a traditional media resource which is often used in advertising. A number of factors have impact on the press, from a season or a weekday (seasonal factor strongly influences many publications including business, social, political, glossy) to the editorial's plans. Editorial plans can significantly increase the interest in the publication or its certain issue. At the same time, editorial or marketing plans of one publication may affect the dynamics and profile of the audience of another publication. Special editions bring additional audience to the publication. Is it the audience that your product or service needs? As for the special publications you need to remember about such an important thing as additional distribution which is usually organized during the largest industry events. B2b media planning should be tailored to such events. Special projects are especially successful in glossy magazines. It is easy to explain: if the publication of hundreds pages includes 100 pages with advertising you can hardly expect the readers to notice you advertising. At the same time, special projects help to give "new dimension" to advertising making your product or service much closer, clearer and more attractive to the reader.

Radio is a speaking media resource. It really speaks with your potential customer! Unfortunately, bu no means always the media planning uses the radio potential. Radio stations offer a variety of options to carry out the advertising campaign. However, the agencies are hardly ever prepared to take advantage of these opportunities. Yes, it is more difficult. It will take much more time and effort to agree on the concept and organizational issues. However, if the radio is already included into your media plan try to use the opportunity of personal conversation with the consumer. Find the concept with the voice and no picture that will help you to build the relationships with the buyer or consumer. Radio is a heart-to-heart talk plus imagination. Help the listener to spark his imagination and he will do your job for you! If you insinuate yourself in his favour he will decide by himself how and why he needs your product or service. He has already imagined and understood everything! Consumer's internal conviction is the biggest success of advertising. To make the radio advertising to be effective, it must be considered in media planning that radio advertising is an immediate action. Radio advertising works immediately. You should know exactly what result or even action you expect from a consumer? It is the very action the radio advertising is aimed at. Of course, the media planning specialist is not the only person to find the right ad format. Actually, this is the advantage of good advertising agency where everyone knows his own business. While one is searching for the right format, the other one finds the best scenario of advertising with the format that will work.

Internet is a powerful online resource with really ample opportunities. Whether it may be banner ads, contextually targeted advertising or advertising in social networks, the Internet is always an equation with many unknowns. Although there no special bonuses for solving this decision (not yet!), but advertising planning online is a good test for professional media planning manager. Why so many companies are waiting for excellent results from online advertising? Probably, because the Internet itself is full of inspiring stories of success that comes to those with bright ideas and a couple hundreds of dollars of advertising budget.

Here are typical stories of great success everyone would like to repeat.

A nice lady decided to do away with the office routine opening a farm to grow earthworms. Everybody was laughing at her, but she was doing her best to achieve the goal by continuing to grow these useful creatures which can develop even the most barren land into oasis of fertility. As the months passed (two - three, maybe four), the fate tested her to the limit, apparently, she wanted to make sure that she had backbone to proceed with the business. And she did not quit! She simply placed the contextually targeted advertising after which she succeeded immediately. Firstly, she had four orders, then another 10 orders and then her little enterprise turned into a great and prosperous business.

Here's another story - a very nice young man liked dancing. He danced and enjoyed his life. Since he had no desire to do anything that did not make him so happy as dancing he decided to give dancing lessons. He rented a room and posted an announcement on the door of the dancing studio. He was attended by a few people he gave lessons to. He had the money only to pay for the rent of the hall. He had an account in one of the social networks and he decided to tell about his favorite business on his page. Success did more than came to him. It rushed into his life making his favorite undertaking into a very profitable business. Now he has a great dancing school with the branches in different cities. He proceeds with his favorite business. The number of attendees in his school continues to grow. He knows whom he should thank for success. They are the like-minded people from the social network which gave an impetus to his success.

There is no sense in arguing that such stories do exist inspiring tens and hundreds of people to take a stab at something new. That's fine, but firstly, you should not think that any advertising online can guarantee success, and secondly, successful online advertising is still a very complex process of media planning.

What is the complexity and excitement of the Internet? First and foremost is that the Internet is another space, virtual reality, where everyone does what he really needs or interested in. When the Internet was breaking ground and the Internet space was just taking the form and content, the experts noted that the most difficult task would be the monetization of contacts in the Internet. They were right. While the information portals, Internet media and search engines solve this problem more effectively (though it is quite difficult to segment their audience with the advertising aimed at a broader audience always being much more expensive than a good advertising campaign planned on segmented target groups), the social networks with much higher quality of the audience, because the social networks unite people by common interests, are still very difficult to monetize.

The task of media planning is to understand the audience of the product or service and find the platforms that will show their advantages. That should be the space where a product or a service looks smoothly. Besides, the Internet is a very mobile reality. Today's success cannot guarantee tomorrow's interest. No borders and exchange of opinions is that what makes the Internet an extremely powerful media. However, this power is like a two-way traffic. It can give an impetus to the development of the goods or services becoming a starting point for success. However, it can also turn against the goods or services meeting them aggressively. In this case, banner or contextually targeted advertising is always better for the advertiser than, for example, promotion through social networks.

To make the media planning in the Internet successful, you will have to create a virtual environment of the goods or services which will handle all requests. This environment should be the essence of corporate identity of a product or service because getting into the virtual environment of the goods, the consumer or the buyer takes decision on the purchase.

Unfortunately, the media planning in the Internet often ends with plan of an advertising campaign. The agency is hardly ever to blame for it. The advertiser often believes that there is enough of existing virtual environment. However, our expertise shows that the client is much more willing to listen to the recommendations of the agency so that the agency has plenty of opportunities to demonstrate their professionalism in advertising in the Internet. A real big problem is thoughtless clicks. Some time ago professionals talked much about it. Banner exchange systems attract advertisers by many clicks. At first sight it's good indeed. In fact, these clicks cannot show effectiveness of advertising campaigns. The task of media planning in the Internet is to help the advertisers to escape "empty" queries which simply overload the company's websites without creating any opportunity for the business development with generation of efficient queries. In other words, advertising in the Internet should reach the audience which is advantageous for the goods or services.