Media planning is conducted by advertising agencies to identify the appropriate media outlets to reach target markets. The process involves defining marketing and media objectives, identifying target groups through demographic, psychographic, socioeconomic, and behavioral segmentation. A media strategy is then developed considering the campaign duration, timing, budget, and impact measurements. Detailed planning is done for each selected media channel considering availability, timing, positioning, booking, and documentation for campaign performance analysis.
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Media planning
1.
2. An advertising strategy most commonly
employed to target consumers using a
variety of informational outlets. Media
planning is generally conducted by a
professional media planning or
advertising agency and typically finds
the most appropriate media outlets to
reach the target market.
3.
4. Strategy & targets
(business/brand/consumer)
Market situation and competition
analysis
Marketing und media objectives
6. Target group identification: two-step
segmentation process
Definition of core target groups based on
- demographic characteristics (age, gender)
- psychographic characteristics (interests,
buying habits)
- socioeconomic characteristics (occupation,
social status, income, buying power)
- behavioural characteristics (buying
behaviour, decision behaviour)
7. Campaign strategy (duration, timing,
Recency/burst strategy)
Media mix and budgeting
Advertising impact
Ad specials
8. Detail planning for each media channel
Availability
Dates of publication
Selection of time slots
Positioning within the magazine or
commercial break