why Media planning ?
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A media plan serves as a guide plan to how you will spend your ad budget, but it also serves as a way to track spends. Media planners analyse the advertisements and strategize the most efficient way to communicate it to the intended audience.
Media planning is more involved with formulating a strategy, evaluating its effectiveness, and adjusting, while buying is the execution of the strategy.
HOW TO DO MEDIA PLANNING
The component checklist serves as a foundation for the plan and should take into account:
Audience:
Whom is the message targeting? Why is the message relevant to them? How is the message serving them?
Marketing budget:
How much is available to spend on delivering the message?
Conversion goals:
What action should the message encourage the audience to take? How will that action support the strategy?
Message frequency:
How often should the message be shared? How much is too much?
Message reach:
How many people should receive the message? Where do they live? Is the message platform scalable? How reach is measured depends on the platform being used to deliver the message.
Definition of success:
What key performance indicators should be tracked? How do they support the strategy? How will they be measured and reported? What is the anticipated return on investment?