Q.2 Elaborate on the planning process of broadcast media.
Course: Broadcast Media in Distance Education
Level: B.Ed (1.5 Years)
ASSIGNMENT No. 1
Answer:
There are so many types of media. Have you ever wondered how
a company chooses? This lesson takes you through the process of media planning
and looks at some examples.
What Is Media Planning?
You are creating advertising for a new product. To complete
this task, you need to go through the media planning process. Media planning in
advertising is the making of decisions to deliver a message to the target
audience.
The Process
Now that you understand what media planning is, it is time to
review the process. The process includes:
I.
Market analysis
II.
Establishing the media objective
III.
Setting the strategy
IV.
Implementation
V.
Evaluation and follow-up
Let’s look
at these steps in more detail.
Market Analysis
Performing a market analysis involves determining who your
audience is. The audience is the number and type of people your advertising
targets. The audience can be classified according to age, sex, income,
occupation, etc. Performing this analysis will help you to project costs and determine
the right media for your campaign.
Establishing the Media Objective
The media objective is the goal of the media plan. To
establish this objective, you must determine your goal for reach, frequency,
circulation, cost, and penetration. Reach is the number of people the message
is in front of over a period of time. Frequency is the average number of times
the message is in front of those people. Circulation is used for printed
advertisements. This is the number of prints that are produced and sent out.
Cost is
broken down into two different sections:
Cost per thousand (CPM) and cost per person (CPP). It is
important to understand the cost as you are budgeting. The cost will tell you
which form of media is the best option for your business.
Penetration is the number of audience members reached by the
advertising. The company must determine if it wants to take over a market or
just reach a certain group prior to setting the penetration goals and
strategies.
Setting the Strategy
Now that you understand who you are marketing to and how much
it will cost you, you will need to make a decision about what type of media you
will use. Some options include Internet, television, radio, newspaper, consumer
and business publications, and interactive media platforms. Which option
reaches the largest audience? How often will it reach the audience? Does it fit
in your budget?
Implementation
Now you have a plan. Now it’s time to set it in motion. This
is when you buy media. Media buying is the purchasing of the space in the
selected media. This involves committing to the media provider, submitting the
ad, and paying the bill. This is the exciting part. You see all your hard work
come together.
Evaluation and Follow-up
After everything is said and done, it is time to see how
successful your media plan was. To do so, you need to follow-up and evaluate
the results. Ask yourself, ‘Did we meet media objectives? How successful were
the strategies?’ The success of this media plan will determine future media
plans.
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