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Media Planning and Buying
Media Planning and Buying
Media Planning and Buying (Media Buying)
Media Planning and Buying

Media planning is a process marketers use to maximize engagements. They identify their target demographics and markets, determine how to engage with those targets, and develop strategies to increase exposure to get more engagements.

Media buying is the purchasing of advertisements and exposure. Radio, websites, and YouTube are examples of places where you can buy advertisements.

What is Media Planning?

What is Media Planning?

Any form of online interaction with your product or service is an engagement. Media planning is a process marketers use to maximize engagements. They identify their target demographics and markets, determine how to engage with those targets, and develop strategies to increase exposure to get more engagements.

 

 

With the rise in online competition, media planning is becoming increasingly essential. The online space is growing, and so are the number of businesses competing for customers. Marketers develop their plans accordingly by creatively advertising their business.

 

Without the right marketing strategy, your business will underperform. This possible underachievement is why it’s important to develop a marketing plan. Those trained in planning find where and how to market your business to lead to optimal engagements.

How to do Media Planning and Buying?

How to do Media Planning and Buying?

When planning your campaign, you must first determine your own goals. You may want to increase sales or increase brand awareness. Both of these are reasonable goals but require different strategies.

You must also know your audience’s demographics and interests. If the average age for your audience is 60, then your approach has to reflect that. Media planners find their audience and develop their strategy around them.

Building your plan will include finding optimal media channels that’ll maximize your ROI. You may then calculate average costs and create a campaign plan.

Buyers can take that plan and act on it. You’ll have to research advertisement spots and determine which ones will provide the best deal.

Once the purchase is complete, you still have to monitor the campaign to make sure it’s going well. You can hire a tracking company to monitor the deal.

After you finish the advertisement campaign, the buyer then creates a report to track its overall success. This report measures finances as well as advertising metrics.

Media Planning and Buying Strategies

Media Planning and Buying Strategies

When planning your marketing campaign, choose media channels that match your audience. You’d want to research multiple publication channels and choose the one that your audience is most likely to frequent.

The date of your campaign should also match your business objective. For example, If you’re advertising for a Black Friday sale, choose a date close to Black Friday to start marketing.

When executing the marketing plan, you must expand your options and choose the best deal. Experienced marketing buyers will look at every viable option for advertising and pick the most effective yet reasonably priced one.

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