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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 Thu. March / 23 / 2023

Elon Musk needs Twitter advertisers, but they’re not coming back - Vox.com
Elon Musk needs Twitter advertisers, but they’re not coming back  Vox.com

What you should know about generative AI in advertising - Greater Baton Rouge Business Report
What you should know about generative AI in advertising  Greater Baton Rouge Business Report

Marijuana companies wade into Twitter advertising with mixed success - Marijuana Business Daily
Marijuana companies wade into Twitter advertising with mixed success  Marijuana Business Daily

Pope: Without power of Holy Spirit, evangelization is empty advertising - National Catholic Reporter
Pope: Without power of Holy Spirit, evangelization is empty advertising  National Catholic Reporter

Pope: Without power of Holy Spirit, evangelization is empty advertising - USCCB
Pope: Without power of Holy Spirit, evangelization is empty advertising  USCCB

Streaming services advertising in 2023: what marketers should know - AdAge.com
Streaming services advertising in 2023: what marketers should know  AdAge.com

Marketing isn't advertising - CampaignLive
Marketing isn't advertising  CampaignLive

Walmart picks Innovid to boost personalized CTV advertising - FierceVideo
Walmart picks Innovid to boost personalized CTV advertising  FierceVideo

Illegally placed signs advertising auction in Omaha confiscated - WOWT
Illegally placed signs advertising auction in Omaha confiscated  WOWT

JUUL false advertising $255M class action settlement - Top Class Actions
JUUL false advertising $255M class action settlement  Top Class Actions

CTV Advertising Dominated Digital Strategies in 2022 US Midterm ... - TV Technology
CTV Advertising Dominated Digital Strategies in 2022 US Midterm ...  TV Technology

CTV Advertising Dominated Digital Strategies in 2022 US Midterm ... - GlobeNewswire
CTV Advertising Dominated Digital Strategies in 2022 US Midterm ...  GlobeNewswire

Wesleyan Media Project Publishes New Study on 2022 Midterm ... - Wesleyan University
Wesleyan Media Project Publishes New Study on 2022 Midterm ...  Wesleyan University

The Global Smart Advertising Services Market size is expected to reach $1273.1 billion by 2028, rising at a market growth of 20.6% CAGR during the forecast period - Yahoo Finance
The Global Smart Advertising Services Market size is expected to reach $1273.1 billion by 2028, rising at a market growth of 20.6% CAGR during the forecast period  Yahoo Finance

AOA Advertising Policy - American Osteopathic Association
AOA Advertising Policy  American Osteopathic Association

Taking Wing: Carson-Newman takes top honors in national ... - Citizentribune
Taking Wing: Carson-Newman takes top honors in national ...  Citizentribune

03/23/2023 | OC Council Debates Advertising Budget Increases ... - The Dispatch
03/23/2023 | OC Council Debates Advertising Budget Increases ...  The Dispatch

Can Cannabis Brands Advertise? - Herb.co
Can Cannabis Brands Advertise?  Herb.co

How Meta is Using AI to Improve its Advertising - InvestorsObserver
How Meta is Using AI to Improve its Advertising  InvestorsObserver

The Global Programmatic Display Advertising Market size is expected to reach $2772.7 billion by 2028, rising at a market growth of 31.9% CAGR during the forecast period - Yahoo Finance
The Global Programmatic Display Advertising Market size is expected to reach $2772.7 billion by 2028, rising at a market growth of 31.9% CAGR during the forecast period  Yahoo Finance

Instagram unveils two new advertising channels - MarTech
Instagram unveils two new advertising channels  MarTech

Lawmakers table bill to ban marijuana advertising - Montana Free Press
Lawmakers table bill to ban marijuana advertising  Montana Free Press

Generative AI Tools Threaten Big Tech's Digital Advertising ... - Law.com
Generative AI Tools Threaten Big Tech's Digital Advertising ...  Law.com

New York State Advertising Rules Effective Today - Lexology
New York State Advertising Rules Effective Today  Lexology

California's False Advertising Laws and the “On Sale” Price - Lexology
California's False Advertising Laws and the “On Sale” Price  Lexology

Adcore Wins Microsoft’s Advertising 2022 Channel Partner of the Year Award for EMEA - Yahoo Finance
Adcore Wins Microsoft’s Advertising 2022 Channel Partner of the Year Award for EMEA  Yahoo Finance

Almond Boards Generic Advertising Helps Private Brands - AG ... - AGInfo Ag Information Network
Almond Boards Generic Advertising Helps Private Brands - AG ...  AGInfo Ag Information Network

Potential TikTok ban sends advertisers scrambling - Reuters
Potential TikTok ban sends advertisers scrambling  Reuters

Staying Competitive Against Big Businesses: Best Practices for ... - Benzinga
Staying Competitive Against Big Businesses: Best Practices for ...  Benzinga

Digital Advertising Market is estimated to be US$ 697.10 billion by 2030 with a CAGR of 17.3% during the forecast period – BY PMI - Yahoo Finance
Digital Advertising Market is estimated to be US$ 697.10 billion by 2030 with a CAGR of 17.3% during the forecast period – BY PMI  Yahoo Finance

From VR To Car Commerce, 5G Is Transforming Advertising - AdExchanger
From VR To Car Commerce, 5G Is Transforming Advertising  AdExchanger

New In Microsoft Advertising: Target Shoppers By Browsing Categories With Keyword Boosters - Search Engine Roundtable
New In Microsoft Advertising: Target Shoppers By Browsing Categories With Keyword Boosters  Search Engine Roundtable

Colorado legislators debate pregnancy clinic advertising bill - FOX 31 Denver
Colorado legislators debate pregnancy clinic advertising bill  FOX 31 Denver

Joy Robins Named Global Chief Advertising Officer of The New York ... - The New York Times Company
Joy Robins Named Global Chief Advertising Officer of The New York ...  The New York Times Company

mobilads Announces New Data- Driven OOH Advertising Platform ... - PR Newswire
mobilads Announces New Data- Driven OOH Advertising Platform ...  PR Newswire

Netflix advertising tier nets first million - Broadband TV News
Netflix advertising tier nets first million  Broadband TV News

Media statements - Offensive advertising to be taken off the road - Media Statements
Media statements - Offensive advertising to be taken off the road  Media Statements

Hallaron Advertising Agency celebrating 20 years in 2023 - hellowoodlands.com
Hallaron Advertising Agency celebrating 20 years in 2023  hellowoodlands.com

Pinterest Provides New Tips on Effective Pin Advertising Approaches - Social Media Today
Pinterest Provides New Tips on Effective Pin Advertising Approaches  Social Media Today

How AI chat search could disrupt online advertising - Marketplace
How AI chat search could disrupt online advertising  Marketplace

Greenwashing is not new, it's false advertising - ESG Clarity
Greenwashing is not new, it's false advertising  ESG Clarity

NAD: Advertisers Must Substantiate Unpaid, Third-Party Claims ... - HBW Insight
NAD: Advertisers Must Substantiate Unpaid, Third-Party Claims ...  HBW Insight

Senior Meta advertising executive departs amid efficiency drive - The Economic Times
Senior Meta advertising executive departs amid efficiency drive  The Economic Times

FTC Issues Orders to Social Media and Video Streaming Platforms ... - Federal Trade Commission News
FTC Issues Orders to Social Media and Video Streaming Platforms ...  Federal Trade Commission News

Kim Kardashian Taps SZA for SKIMS' Latest Advertising Campaign - Digital Music News
Kim Kardashian Taps SZA for SKIMS' Latest Advertising Campaign  Digital Music News

Programmatic advertising Market 2023 is Booming Globally with Top ... - Digital Journal
Programmatic advertising Market 2023 is Booming Globally with Top ...  Digital Journal

Innovid Brings Data-Driven Personalization to Walmart's Demand ... - PR Newswire
Innovid Brings Data-Driven Personalization to Walmart's Demand ...  PR Newswire

Sam’s Club MAP Pioneers Omnichannel Attribution for Advertising - Martechcube
Sam’s Club MAP Pioneers Omnichannel Attribution for Advertising  Martechcube

The Art of Account Management: Matt Bonny on Knowing What ... - Little Black Book - LBBonline
The Art of Account Management: Matt Bonny on Knowing What ...  Little Black Book - LBBonline

Mobiquity Technologies Unveils ATOS 2.0: A New and Improved ... - Benzinga
Mobiquity Technologies Unveils ATOS 2.0: A New and Improved ...  Benzinga

Spain Political Leaders at Odds Over Balearic Islands Casino ... - Casino.Org News
Spain Political Leaders at Odds Over Balearic Islands Casino ...  Casino.Org News

Roger Williams University: Marketing Student Selected For ... - Patch
Roger Williams University: Marketing Student Selected For ...  Patch

Explore marketing and advertising Navasota Grimes County ... - The Navasota Examiner
Explore marketing and advertising Navasota Grimes County ...  The Navasota Examiner

UK Advertising Standards Authority Notice Heating Advertisers - The National Law Review
UK Advertising Standards Authority Notice Heating Advertisers  The National Law Review

Lamar Advertising (NASDAQ:LAMR) Shares Sold by First PREMIER ... - MarketBeat
Lamar Advertising (NASDAQ:LAMR) Shares Sold by First PREMIER ...  MarketBeat

NJ Lawmakers To Operators: Scale Back On Advertising - Sports Handle
NJ Lawmakers To Operators: Scale Back On Advertising  Sports Handle

Opinion: Could Sports Betting Advertising Be Shackled? - Legal Sports Report
Opinion: Could Sports Betting Advertising Be Shackled?  Legal Sports Report

Federal regulations that restrict unhealthy food and beverage ... - American Society for Nutrition
Federal regulations that restrict unhealthy food and beverage ...  American Society for Nutrition

High Five: Poetry in Advertising | LBBOnline - Little Black Book - LBBonline
High Five: Poetry in Advertising | LBBOnline  Little Black Book - LBBonline

MarketCast Expands Brand Effect™ Ad Measurement Across ... - PR Newswire
MarketCast Expands Brand Effect™ Ad Measurement Across ...  PR Newswire

Retail, search and Amazon's $40bn 'advertising' business ... - Benedict Evans
Retail, search and Amazon's $40bn 'advertising' business ...  Benedict Evans

Gap Halts Its Ad Business to Focus on Supply Chain, Retail Programs - Business Insider
Gap Halts Its Ad Business to Focus on Supply Chain, Retail Programs  Business Insider

Study sheds light on concerning new trend in drug advertising ... - Science Daily
Study sheds light on concerning new trend in drug advertising ...  Science Daily

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Is National CineMedia, Inc. (NCMI) Stock at the Top of the Advertising Agencies Industry?  InvestorsObserver

National Advertising Division's 2022 Annual Report: An Advertising ... - Lexology
National Advertising Division's 2022 Annual Report: An Advertising ...  Lexology

Belgium: Rules on crypto advertising tighten - Lexology
Belgium: Rules on crypto advertising tighten  Lexology

PlayMining offers companies new advertising initiative via in-game ... - NFTevening.com
PlayMining offers companies new advertising initiative via in-game ...  NFTevening.com

Influencing the path to care with responsible advertising - Wolters Kluwer
Influencing the path to care with responsible advertising  Wolters Kluwer

PubMatic Partners with Proximic by Comscore, Giving Media Buyers... - comScore
PubMatic Partners with Proximic by Comscore, Giving Media Buyers...  comScore

Why Gaming May Change All Aspects of Advertising and Media ... - BeetTV
Why Gaming May Change All Aspects of Advertising and Media ...  BeetTV

It's Time to Adapt: Digital Advertising Trends in 2023 - MarTech Series
It's Time to Adapt: Digital Advertising Trends in 2023  MarTech Series

Engaging OB-GYNs with successful & contextual advertising - Wolters Kluwer
Engaging OB-GYNs with successful & contextual advertising  Wolters Kluwer

Online Advertisement Market Sets the Table for Continued Growth ... - Digital Journal
Online Advertisement Market Sets the Table for Continued Growth ...  Digital Journal

Why Virtual Product Placement Is Set to Steal the Advertising Spotlight - Adweek
Why Virtual Product Placement Is Set to Steal the Advertising Spotlight  Adweek

In-game advertising: A marketer's guide - MarTech
In-game advertising: A marketer's guide  MarTech

Advertising postcards are as collectible as ad covers - Linn's Stamp News
Advertising postcards are as collectible as ad covers  Linn's Stamp News

Global Head of Microsoft Advertising steps down - Search Engine Land
Global Head of Microsoft Advertising steps down  Search Engine Land

Tuesday Sector Leaders: Trucking, Advertising Stocks - Nasdaq
Tuesday Sector Leaders: Trucking, Advertising Stocks  Nasdaq

FTC to Ban BetterHelp from Revealing Consumers' Data, Including ... - Federal Trade Commission News
FTC to Ban BetterHelp from Revealing Consumers' Data, Including ...  Federal Trade Commission News

Artscape Promotional Short Film Wins Two GOLD American ... - Mayor Brandon M. Scott
Artscape Promotional Short Film Wins Two GOLD American ...  Mayor Brandon M. Scott

Doctors make plea to stop advertising of prescription medicines ... - Stuff
Doctors make plea to stop advertising of prescription medicines ...  Stuff

Rule 8.3 - Mirriad Advertising Plc - GlobeNewswire
Rule 8.3 - Mirriad Advertising Plc  GlobeNewswire

Net Zero Claims in UK Advertising: What Companies Need to Know ... - Sidley Austin LLP
Net Zero Claims in UK Advertising: What Companies Need to Know ...  Sidley Austin LLP

Franchise Influencers: Kenny Reinbold, Director of Advertising ... - 1851 Franchise
Franchise Influencers: Kenny Reinbold, Director of Advertising ...  1851 Franchise

Meta's AI and automation push could turn off advertising agencies - Insider Intelligence
Meta's AI and automation push could turn off advertising agencies  Insider Intelligence

MMS Launches Self-Serve Advertising Platform for Shahid - MENAFN.COM
MMS Launches Self-Serve Advertising Platform for Shahid  MENAFN.COM

Proposed bill aims to address 'truth in advertising' by Connecticut ... - Connecticut Public
Proposed bill aims to address 'truth in advertising' by Connecticut ...  Connecticut Public

FTC Approves Final Order against LCA-Vision, Halting Alleged Bait ... - Federal Trade Commission News
FTC Approves Final Order against LCA-Vision, Halting Alleged Bait ...  Federal Trade Commission News

AI Advertising: The FTC Prepares for Battle - McDermott Will & Emery
AI Advertising: The FTC Prepares for Battle  McDermott Will & Emery

Direct Digital Holdings Reports Fourth Quarter & Full-Year 2022 ... - PR Newswire
Direct Digital Holdings Reports Fourth Quarter & Full-Year 2022 ...  PR Newswire

Your Dumb Little Advertising Tricks Won't Work on Me - The New Yorker
Your Dumb Little Advertising Tricks Won't Work on Me  The New Yorker

Make-A-Wish and Lamar Advertising enter yearlong pro bono ... - PR Newswire
Make-A-Wish and Lamar Advertising enter yearlong pro bono ...  PR Newswire

Belgium bans gambling advertising from July 1 - Reuters
Belgium bans gambling advertising from July 1  Reuters

Elon Musk thinks he can fix Twitter's advertising business after derailing it - CNN
Elon Musk thinks he can fix Twitter's advertising business after derailing it  CNN

Why Advertisers Should Switch to Immersive Advertising - Spiceworks News and Insights
Why Advertisers Should Switch to Immersive Advertising  Spiceworks News and Insights

Tencent sees strong rebound in online advertising business in the fourth quarter - PingWest
Tencent sees strong rebound in online advertising business in the fourth quarter  PingWest

What the well-meaning critics of online advertising are missing—and how they could hurt the communities they’re trying to protect - Fortune
What the well-meaning critics of online advertising are missing—and how they could hurt the communities they’re trying to protect  Fortune

Twitter now allows cannabis advertising, and brands are ready to ... - Digiday
Twitter now allows cannabis advertising, and brands are ready to ...  Digiday

German minister calls for ban on advertising junk food to children - The Guardian
German minister calls for ban on advertising junk food to children  The Guardian

Advertising Non-Discrimination Certification - Harrisonburg - WHSV
Advertising Non-Discrimination Certification - Harrisonburg  WHSV

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