The term media plan indicates a strategic plan that illustrates which means to use for the realization of an advertising campaign for a brand or product, the relative costs, duration and expected results.
The media plan is the tool that defines the location of the advertising spaces and promotional activities of a brand on the various media channels: TV, radio, newspapers, websites . Media planning could therefore be defined as the media planning activity . The process which, evaluating the numerous options available, leads to the identification of the most suitable means to achieve one’s objectives. The media plan can be implemented by media centers or in most cases by specialized agencies. Or, it may emerge as a result of the agreements the company enters into with apublisher or dealer. The media planner is the person who, operationally, takes care of it.
What does the media plan consist of?
The media plan, or media plan, is the strategic plan that outlines the channels selected to accommodate a company’s advertising campaigns. It identifies both offline media and online media , from a cross-media perspective . It also indicates the target (s) of reference, i.e. the audience to which the advertising space is addressed, the overall budget and its subdivision, the frequency with which the message is repeated and the overall duration of the campaign. The media plan offers an overview of the different audiencesthat can be achieved by differentiating media investments. For example, it is likely that the investment in social media will be aimed at increasing brand awareness in a youth segment, while the television target audience will be mainly oriented towards the over 50s.
How do you make a media plan?
To create a good media plan, we always start from an analysis of the market , the competition , the target audience and the brand . The information gathered in this analysis phase can be decisive for the realization of an accurate plan . The second step is to design a real media strategy . The objectives are defined , estimating investments and indicating the selected means , the duration of the campaign and the advertising approach. After that, we move on to drafting the plan, which must contain specific and detailed information on:
- mix of channels to use
- price lists, schedules and audience forecasts
- budget breakdown
- calendars and timing
- availability of dealers and publishers.
Once the plan has been implemented, it will be possible to proceed with the purchase of advertising space. This activity is called media buying , and in some cases it can be carried out by a specialized figure: the media buyer. However, media buying and media planning are more often the same person . In this phase the negotiation is put in place in order to stipulate a contract with the publishers or with the concessionaire. When the campaign starts, the media planner checks the issues and their progress , and then evaluates the results obtained at the end . It will have to measure the ROI, the results achieved through digital and traditional media, noting the possible improvements to be implemented.
