18-08-2012, 01:04 PM
Media Planning Process
Media Planning Process.docx (Size: 68.25 KB / Downloads: 27)
Situation analysis
* Strategy & targets (business/brand/consumer)
* Market situation and competition analysis
* Marketing und media objectives
Objectives
* Definition of communication objectives
* cognitive-oriented objectives (awareness, recall)
* affective-oriented objectives (interest, brand positioning,
brand development, brand management)
* conative-oriented objectives (purchase intentions,
customer loyalty)
Target group analysis
* 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)
Strategic media planning
* Campaign strategy (duration, timing, recency/burst strategy)
* Media mix and budgeting
* Advertising impact
* Ad specials
Detail planning/Optimization
* Detail planning for each media channel
* Availability
* Dates of publication
* Selection of time slots
* Positioning within the magazine or commercial break
Purchasing
* Booking (order management, production plans)
* Job handling (artwork, tapes)
* Rescheduling/Optimization
Completion
* Controlling, documentation
* Invoicing
Evaluation/Controlling
* Campaign performance (expost analysis)
* Planning, purchasing efficiency
* Competition reporting