THE MEDIA PLAN
Market Intelligence
Statistical data
Syndicated media research (ie., AGB, Nielson)
Media consumption/ Audience profile research (ie, MLI)
Market research
Special events and seasonal considerations
Local market knowledge
Media Objectives
Who do we want to reach?
How many people do we want to (Reach)?
How many times do we want to talk to them (Frequency)?
What flight pattern is required?
What environment is most compatible to:
The target
The creative message
Are any media vehicles more cost efficient than others?
Media Selection
Which media vehicles will provide the reach required?
Which will provide the frequency?
Which will best provide the creative requirements?
Which best cover the geographic areas to be targeted with minimal waste?
Media Strategy
Ad/ commercial sizes to be used
Days/dayparts within each purchase cycle
Program/editorial environments to be selected
Media Budget
Estimated costs/ activity over advertising year
Market Intelligence
Statistical data
Syndicated media research (ie., AGB, Nielson)
Media consumption/ Audience profile research (ie, MLI)
Market research
Special events and seasonal considerations
Local market knowledge
Media Objectives
Who do we want to reach?
How many people do we want to (Reach)?
How many times do we want to talk to them (Frequency)?
What flight pattern is required?
What environment is most compatible to:
The target
The creative message
Are any media vehicles more cost efficient than others?
Media Selection
Which media vehicles will provide the reach required?
Which will provide the frequency?
Which will best provide the creative requirements?
Which best cover the geographic areas to be targeted with minimal waste?
Media Strategy
Ad/ commercial sizes to be used
Days/dayparts within each purchase cycle
Program/editorial environments to be selected
Media Budget
Estimated costs/ activity over advertising year
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