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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 Mon. January / 20 / 2020

With an influencer advisory board, Clorox is changing up its YouTube advertising strategy - Digiday
With an influencer advisory board, Clorox is changing up its YouTube advertising strategy  Digiday

Female-targeted advertising, UW-Madison drinking culture factors in high female alcohol death rates - WAOW
Female-targeted advertising, UW-Madison drinking culture factors in high female alcohol death rates  WAOW

Programmatic Advertising Is Driving Rapid Growth in Mobile Video - eMarketer
Programmatic Advertising Is Driving Rapid Growth in Mobile Video  eMarketer

[Trends 2020] Here's What Will Redefine Outdoor Advertising - Entrepreneur
[Trends 2020] Here's What Will Redefine Outdoor Advertising  Entrepreneur

Susan Estrich: Microtargeting affects not only advertising but politics tpp - Omaha World-Herald
Susan Estrich: Microtargeting affects not only advertising but politics tpp  Omaha World-Herald

11 key Walmart executives who are leading its advertising business - Business Insider Nordic
11 key Walmart executives who are leading its advertising business  Business Insider Nordic

U.S. Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020 - Adweek
U.S. Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020  Adweek

How Doubling Down on Addressable Technology Can Transform An Advertising Buy - Broadcasting & Cable
How Doubling Down on Addressable Technology Can Transform An Advertising Buy  Broadcasting & Cable

Direct-response advertisers report some early success with Snapchat’s dynamic ads - Digiday
Direct-response advertisers report some early success with Snapchat’s dynamic ads  Digiday

Advertisers beg Google not to kill Chrome cookies without a plan B, warning it could hurt start-ups - CNBC
Advertisers beg Google not to kill Chrome cookies without a plan B, warning it could hurt start-ups  CNBC

Former Tribune advertising director Smith dies | Local News - Citizentribune
Former Tribune advertising director Smith dies | Local News  Citizentribune

Tenn. lawmaker files bill allowing college athletes to be compensated for advertising - WMC
Tenn. lawmaker files bill allowing college athletes to be compensated for advertising  WMC

Comscore Television Viewing Data Helps Predict Advertising Audience Decline - MarTech Series
Comscore Television Viewing Data Helps Predict Advertising Audience Decline  MarTech Series

Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser - The Motley Fool
Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser  The Motley Fool

Is the Viral Non-Ad Ad the Future of Advertising? - The New York Times
Is the Viral Non-Ad Ad the Future of Advertising?  The New York Times

Lazy Advertising Thinking Is A Deadly Sin - Forbes
Lazy Advertising Thinking Is A Deadly Sin  Forbes

Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder - NBC News
Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder  NBC News

Thomas E. Lister: Don't allow false political advertising - La Crosse Tomah Journal
Thomas E. Lister: Don't allow false political advertising  La Crosse Tomah Journal

Advertising As We Know It Is Dead - Forbes
Advertising As We Know It Is Dead  Forbes

Amazon's Expanding Its Video-Advertising Business - The Motley Fool
Amazon's Expanding Its Video-Advertising Business  The Motley Fool

Out-of-home Advertising: Recent Market Activity have Created Attractive Opportunity - Press Release - Digital Journal
Out-of-home Advertising: Recent Market Activity have Created Attractive Opportunity - Press Release  Digital Journal

Should Massachusetts ban billboards advertising marijuana products? - The Boston Globe
Should Massachusetts ban billboards advertising marijuana products?  The Boston Globe

Hypocrisy is at the heart of Facebook’s refusal to ban false political advertising - The Guardian
Hypocrisy is at the heart of Facebook’s refusal to ban false political advertising  The Guardian

Scoop: Cargo pivots to car-top advertising, does layoffs - Axios
Scoop: Cargo pivots to car-top advertising, does layoffs  Axios

Your Digital Detox May Be Toxic for Advertising - The New York Times
Your Digital Detox May Be Toxic for Advertising  The New York Times

Winterberry Group Research Finds US Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020, up More Than Seven Percent Over 2019 - MarTech Series
Winterberry Group Research Finds US Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020, up More Than Seven Percent Over 2019  MarTech Series

YouTube overhauls advertising, data collection on kids content - The Washington Post
YouTube overhauls advertising, data collection on kids content  The Washington Post

Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers - NPR
Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers  NPR

Chipotle Won the Advertising Battle Last Quarter - QSR magazine
Chipotle Won the Advertising Battle Last Quarter  QSR magazine

NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push - Wall Street Journal
NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push  Wall Street Journal

Legislation would allow student athletes to sign advertising contracts - WREG NewsChannel 3
Legislation would allow student athletes to sign advertising contracts  WREG NewsChannel 3

Animal Crossing: New Horizons advertising going up at Walmart - GoNintendo
Animal Crossing: New Horizons advertising going up at Walmart  GoNintendo

Hulu gets creative in effort to reinvent TV for streaming - AdAge.com
Hulu gets creative in effort to reinvent TV for streaming  AdAge.com

What Amazon Advertising Will Look Like in 2020 - Adweek
What Amazon Advertising Will Look Like in 2020  Adweek

Inside the Biggest 2020 Advertising War Against Trump - The New York Times
Inside the Biggest 2020 Advertising War Against Trump  The New York Times

Facebook Revises Rules On Political Advertising - NPR
Facebook Revises Rules On Political Advertising  NPR

Trump knocks 'mini Mike Bloomberg' over health care, 'false advertising' | TheHill - The Hill
Trump knocks 'mini Mike Bloomberg' over health care, 'false advertising' | TheHill  The Hill

Facebook’s revised political advertising policy doubles down on division - The Verge
Facebook’s revised political advertising policy doubles down on division  The Verge

Global Blockchain in Media, Advertising, and Entertainment Market Development And Trends Forecasts Report 2020-2026 – Dagoretti News - Dagoretti News
Global Blockchain in Media, Advertising, and Entertainment Market Development And Trends Forecasts Report 2020-2026 – Dagoretti News  Dagoretti News

Is traditional print advertising dying? - Business Day
Is traditional print advertising dying?  Business Day

Majority of Advertisers Used Advanced TV Solutions in 2019, New Survey Finds - MarTech Series
Majority of Advertisers Used Advanced TV Solutions in 2019, New Survey Finds  MarTech Series

Cloud Advertising Market – Market Data, Industry Analysis, Size, & Share 2016 – 2022 – Dagoretti News - Dagoretti News
Cloud Advertising Market – Market Data, Industry Analysis, Size, & Share 2016 – 2022 – Dagoretti News  Dagoretti News

Company pitches real revenue from virtual advertising - My Citizens News
Company pitches real revenue from virtual advertising  My Citizens News

New Subway boss John Chidsey seizes control of ad budget - New York Post
New Subway boss John Chidsey seizes control of ad budget  New York Post

Twitter Sorry for Helping Advertisers Reach Homophobes - Advocate.com
Twitter Sorry for Helping Advertisers Reach Homophobes  Advocate.com

Microsoft Advertising to deprecate average position after all - Search Engine Land
Microsoft Advertising to deprecate average position after all  Search Engine Land

Contextual Advertising Market in 2020: Global Industry Growth Analysis, Size, Share, Future Trends, Segmentation, Demands and Top Players Updates by Forecast to 2025 – Dagoretti News - Dagoretti News
Contextual Advertising Market in 2020: Global Industry Growth Analysis, Size, Share, Future Trends, Segmentation, Demands and Top Players Updates by Forecast to 2025 – Dagoretti News  Dagoretti News

Microsoft Advertising launches sweepstakes for advertisers - Search Engine Land
Microsoft Advertising launches sweepstakes for advertisers  Search Engine Land

36 of Madison Avenue's rising advertising stars under 36 - Business Insider Nordic
36 of Madison Avenue's rising advertising stars under 36  Business Insider Nordic

Spotify to Suspend Political Advertising - Wall Street Journal
Spotify to Suspend Political Advertising  Wall Street Journal

CenturyLink Settles a Case for Deceptive Advertising - Cord Cutters News, LLC
CenturyLink Settles a Case for Deceptive Advertising  Cord Cutters News, LLC

Can revenue-hungry retailers rise to meet digital advertising's opportunity? - Marketing Dive
Can revenue-hungry retailers rise to meet digital advertising's opportunity?  Marketing Dive

YouTube advertisers blindsided by climate change denial videos - The Verge
YouTube advertisers blindsided by climate change denial videos  The Verge

The Pitch: Advertising and marketing news for 1.14.20 - RichmondBizSense
The Pitch: Advertising and marketing news for 1.14.20  RichmondBizSense

W2O acquires advertising, medical education firm 21Grams - Agencies - MM&M - Medical Marketing and Media
W2O acquires advertising, medical education firm 21Grams - Agencies - MM&M  Medical Marketing and Media

Amazon challenges Google and Facebook's hold on digital ad market - AdAge.com
Amazon challenges Google and Facebook's hold on digital ad market  AdAge.com

New Advancement of Mobile Advertising Market Industry 2026 by World | Amobee, AOL, Apple, Chartboost, Drawbridge, Euclid Analytics, Flurry, Flytxt, Google, Inmobi, Microsoft Corporation, Millenial Media, MoPub, Nokia, SAP SE, Tune, and Yahoo!. – Dagoretti News - Dagoretti News
New Advancement of Mobile Advertising Market Industry 2026 by World | Amobee, AOL, Apple, Chartboost, Drawbridge, Euclid Analytics, Flurry, Flytxt, Google, Inmobi, Microsoft Corporation, Millenial Media, MoPub, Nokia, SAP SE, Tune, and Yahoo!. – Dagoretti News  Dagoretti News

Multiple platforms of advertising now, says Goa's ad veteran - The Navhind Times
Multiple platforms of advertising now, says Goa's ad veteran  The Navhind Times

Responsive search ads available globally in all Microsoft Advertising interfaces - Search Engine Land
Responsive search ads available globally in all Microsoft Advertising interfaces  Search Engine Land

Video is now more lucrative for Chinese advertisers than news sites - Abacus
Video is now more lucrative for Chinese advertisers than news sites  Abacus

Why Is the Apple TV Constantly Advertising at Us? - TidBITS
Why Is the Apple TV Constantly Advertising at Us?  TidBITS

Super Bowl 2020: the ins and outs of the big game's advertisers - The Drum
Super Bowl 2020: the ins and outs of the big game's advertisers  The Drum

Jan 18 | Win FREE Advertising Package for a Year!!! | Danbury - Patch.com
Jan 18 | Win FREE Advertising Package for a Year!!! | Danbury  Patch.com

Google and Facebook advertisers losing billions through malicious click bots - Telegraph.co.uk
Google and Facebook advertisers losing billions through malicious click bots  Telegraph.co.uk

New advertising manager for Umco 'Home' brands - Niche Publishing Network
New advertising manager for Umco 'Home' brands  Niche Publishing Network

Quibi video startup explained: Marketing, revenue, execs, advertising - Business Insider
Quibi video startup explained: Marketing, revenue, execs, advertising  Business Insider

9 Comparative Advertising Examples to Help You Get Ahead - Business 2 Community
9 Comparative Advertising Examples to Help You Get Ahead  Business 2 Community

UK publishers losing digital ad revenue due to content 'blacklists' - The Guardian
UK publishers losing digital ad revenue due to content 'blacklists'  The Guardian

Fox relies on Trump, Bloomberg Super Bowl advertising, which stands out from other advertisers - themediatimes
Fox relies on Trump, Bloomberg Super Bowl advertising, which stands out from other advertisers  themediatimes

IBM Launches Advertising Accelerator with Watson - Yahoo Finance
IBM Launches Advertising Accelerator with Watson  Yahoo Finance

Verizon's Super Bowl advertising focuses on 5G - Daily Gaming Worlld
Verizon's Super Bowl advertising focuses on 5G  Daily Gaming Worlld

Waitrose slammed for advertising eggs before a VEGAN cooking show - Daily Mail
Waitrose slammed for advertising eggs before a VEGAN cooking show  Daily Mail

Can Invibes Advertising SA's (EPA:ALINV) ROE Continue To Surpass The Industry Average? - Yahoo Finance
Can Invibes Advertising SA's (EPA:ALINV) ROE Continue To Surpass The Industry Average?  Yahoo Finance

Apple iOS 13: Is Advertisers’ Worst Nightmare Coming True? - Forbes
Apple iOS 13: Is Advertisers’ Worst Nightmare Coming True?  Forbes

Waitrose apologises for offending vegans by advertising meat and dairy during ITV's first plant-based cooking show - The Telegraph
Waitrose apologises for offending vegans by advertising meat and dairy during ITV's first plant-based cooking show  The Telegraph

Move and win roundup: Week of January 20, 2020 | Advertising - Campaign Asia-Pacific
Move and win roundup: Week of January 20, 2020 | Advertising  Campaign Asia-Pacific

From internet to billboards, Ukraine's advertising market continues to grow - Kyiv Post
From internet to billboards, Ukraine's advertising market continues to grow  Kyiv Post

Facebook enables disinformation with advertising policy | Columns - Effingham Daily News
Facebook enables disinformation with advertising policy | Columns  Effingham Daily News

Television Advertising Market Industry Analysis, Trend and Growth, 2016 – 2024 – Dagoretti News - Dagoretti News
Television Advertising Market Industry Analysis, Trend and Growth, 2016 – 2024 – Dagoretti News  Dagoretti News

Facebook rethinks plan to insert ads into WhatsApp - Campaign Asia-Pacific
Facebook rethinks plan to insert ads into WhatsApp  Campaign Asia-Pacific

US advertising spending will increase to nearly $ 390 billion in 2020 - Adweek - Mash Viral
US advertising spending will increase to nearly $ 390 billion in 2020 - Adweek  Mash Viral

Microsoft Advertising’s PromoteIQ integration for retailers, brands is now in beta - Search Engine Land
Microsoft Advertising’s PromoteIQ integration for retailers, brands is now in beta  Search Engine Land

The Duke of Wellington is advertising for a '100 per cent trustworthy' steward - Daily Mail
The Duke of Wellington is advertising for a '100 per cent trustworthy' steward  Daily Mail

Marketing is no longer just brand and advertising, it's more about consumer experience, says Gaurav Ajmera of Oyo - Best Media Info
Marketing is no longer just brand and advertising, it's more about consumer experience, says Gaurav Ajmera of Oyo  Best Media Info

Spotify will use everything it knows about you to target podcast ads - The Verge
Spotify will use everything it knows about you to target podcast ads  The Verge

What Will It Take For Addressable Advertising to Come to Fruition? [VIDEO] - TVRev
What Will It Take For Addressable Advertising to Come to Fruition? [VIDEO]  TVRev

Video sites now more attractive than news sites for online advertisers in China - Tech in Asia
Video sites now more attractive than news sites for online advertisers in China  Tech in Asia

Advertising Market in 2020: Global Industry Growth Analysis, Size, Share, Future Trends, Segmentation, Demands and Top Players Updates by Forecast to 2024 – Dagoretti News - Dagoretti News
Advertising Market in 2020: Global Industry Growth Analysis, Size, Share, Future Trends, Segmentation, Demands and Top Players Updates by Forecast to 2024 – Dagoretti News  Dagoretti News

Dating apps need women. Advertisers need diversity. AI companies offer a solution: fake people - Seattle Times
Dating apps need women. Advertisers need diversity. AI companies offer a solution: fake people  Seattle Times

Outdoor Advertising Market in 2020: Global Industry Growth Analysis, Size, Share, Future Trends, Segmentation, Demands and Top Players Updates by Forecast to 2024 – Dagoretti News - Dagoretti News
Outdoor Advertising Market in 2020: Global Industry Growth Analysis, Size, Share, Future Trends, Segmentation, Demands and Top Players Updates by Forecast to 2024 – Dagoretti News  Dagoretti News

Lamar Advertising (NASDAQ:LAMR) Stock Rating Upgraded by ValuEngine - Riverton Roll
Lamar Advertising (NASDAQ:LAMR) Stock Rating Upgraded by ValuEngine  Riverton Roll

Scottish firm Good-Loop trying to change way we see advertising - The National
Scottish firm Good-Loop trying to change way we see advertising  The National

Maryland lawmakers propose tax on digital advertising revenue - MNE Tax
Maryland lawmakers propose tax on digital advertising revenue  MNE Tax

I'm A Celebrity hands Ten another advertising demographic win as a second star is booted from the jungle - mUmBRELLA*
I'm A Celebrity hands Ten another advertising demographic win as a second star is booted from the jungle  mUmBRELLA*

Get ready to be bombarded with 2020 Census ads - Pittsburgh Post-Gazette
Get ready to be bombarded with 2020 Census ads  Pittsburgh Post-Gazette

Facebook backtracks on plans to monetise WhatsApp with advertising - MobileMarketing Magazine
Facebook backtracks on plans to monetise WhatsApp with advertising  MobileMarketing Magazine

‘The lowest-priced time of year’: Advertisers pounce on TV’s discounted holiday rates - Digiday
‘The lowest-priced time of year’: Advertisers pounce on TV’s discounted holiday rates  Digiday

Standard text ads will live on a bit longer, Microsoft Advertising says - Search Engine Land
Standard text ads will live on a bit longer, Microsoft Advertising says  Search Engine Land

Fox set to air Trump, Bloomberg Super Bowl ads separate from other advertisers - Awful Announcing
Fox set to air Trump, Bloomberg Super Bowl ads separate from other advertisers  Awful Announcing

TikTok explores curated content feed to lure advertisers - Financial Times
TikTok explores curated content feed to lure advertisers  Financial Times

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