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1、PrinciplesofMediaPlanningByBarbaraLangbeckerandEnzaV.ChiodiBarbaraLangbeckerisVP,GroupDirectorandEnzaV.ChiodiisSeniorVicePresident,PlanningDirector,bothatCreativeMediaPHD,aNewYork-basedmediastrategyandcommunicationsfirm.1.IntroductionAtsomepointinthemarketingprocess,
2、theworkhastochangefromresearchandstrategizingtoactuallygoingoutandpromotingaproductorservicetopotentialcustomers.Oneofthemostpotenttoolstoreachconsumersisamediaadvertisingcampaign.Whenwellconceived,amediacampaignenablesmarketerstoreachthousandsofconsumerssimultaneous
3、lywithauniform,focusedmessage.Thekeyconcept,however,is"well-conceived."Mediaadvertisingisasophisticatedtool.Especiallytodaywiththeever-growingassortmentofspecialtycabletelevisionchannelsandthevarietyofnewmediaoptionsavailable,marketershavetotargettheiradvertisingdoll
4、arscarefullytoreachtherightaudienceattherighttime.Suchcalculationsarethejobofthemediaplanner.Mediaplannersareoftenpartofafull-serviceadvertisingagency,buttheyalsoworkinspecialtyfirms.Ineithercase,themediaplannerworkscloselywiththemarketingandadvertisingteamtodeviseam
5、ediastrategy.Themediastrategyisaroadmaptoensurethatanadvertisementreachestherightaudienceattherighttime.Thethreebigquestionsinanymediaplanare:·Whatistherightmediamix?·Whatspecificmediaofferaccesstothetargetmarket?·Whenshouldadvertisementsair,andhowoften?Whenthemarket
6、ing,advertisingandmediateamarriveatsatisfactoryanswerstothosethreequestions,whatfollowsisabalancingacttomakethemosteffectiveuseofthemarketingbudget.Thereisnosuchthingasaperfectmediaplan.Itisanorganiccreationspecificallytargetedtotheproductorservice,themarketingobject
7、ivesandthemarketingbudget.Whentheteamdevisesamediaplanthattheythinkhasthebestchanceforsuccess,theypassitalongtoamediabuyertomakeitallhappen.Thefollowingtutorialisanintroductiontomediaplanning,includingterminology,areviewoftheprocessandageneraldiscussionofwhatworks,an
8、dwhatdoesn't.2.MediaPlanningProcessThemissionofthemediaplanneris:Tocreateinnovativeandcost-effectiveplansdesignedtofulfillmediaobje
