The two central objectives of any advertising media plan are message creation and message dissemination. Advertising media planning focuses on message dissemination by helping to determine which media to use–be it television programs, newspapers, bus-stop posters, in-store displays, banner ads on the Web, or a flyer on Facebook. Advertising media planning also provides visibility into when and where to use a given media channel in order to best reach the desired audience. The advertising media plan then is the foundation of advertising today.
A good advertising media plan also pays attention to how to create and manage brand contact. Brand contact is any planned and unplanned form of exposure to and interaction with a product or service. Television commercials, radio ads, and product sampling are planned forms of brand contact. Word of mouth is an unplanned brand contact — advertisers normally do not plan for word of mouth. From the consumer’s perspective, however, unplanned forms of brand contact may be more influential because they are typically considered more honest and trustworthy compared to advertising.
Use An Advertising Media Plan To Discover Your Potential
To keep up with the accelerating rate of change in the media eco-system, media planners have moved from focusing only on traditional media to integrating traditional media and new media. New media — cable and satellite television, satellite radio, business-to-business e-media, consumer Internet, movie screen advertising and videogame advertising — plays an increasingly significant role in advertising media plans today.
One of the integrated solutions to appear in the marketplace helps bring more visibility to advertising media plans. LogicLab gives advertising media planners on-demand, single platform access to powerful analytics backed up by advertiser and media data to calculate both campaign efficiency at planning stage as well as campaign efficacy at post-campaign performance measurement stage. Check out the 90-second video at www.logiclabinc.com for more details.
