Every marketer faces the task: where to invest the advertising budget to get the maximum effect? Television, Internet, outdoor advertising,
radio, press – what to choose? Media planning helps to solve these questions.
Sasha Golodnikova, a marketing director with 13 years of experience, spoke to mads students about why and how to work with media plans.
What is media planning and media planMedia planning without choosing
Media planning is the process of selecting the optimal b2b email list advertising channels, formats and timing so that advertising reaches
the audience and is effective.
The basis of this process is the media plan. This is a table that describes:
This pr
ocess can be compared to assembling a puzzle: you have you use high-quality content and optimized product cards a goal, for example, to tell about a new product, and you select the best media channels and formats to put together a complete picture.
Main advertising channelsMedia planning without choosing
The most popular channels are the Internet, television, outdoor advertising, radio and the press.
Internet.
1. InternetMedia planning without choosing
This is everything we see on the screen of a phone or computer: uae cell number websites, social networks, applications. Here you can
launch banners, text ads, videos, make native advertising and special projects.
of booking a place on a specific site, you pay for the audience, and the algorithms find it and place the advertising in the right places.
Reality: three hour-long meetings discussing projects that don’t require discussion, talk about the importance of creativity, vague
instructions like “do it well, not badly.”
A strong expert works, and does not endlessly analyze, meet and control. Toxic experts disguise inaction as supervision, avoiding manual
work.
How to proceed?
- Set time limits, demand
- specific results from each meeting.
- participant in the process into a spectator and his value as an effective employee falls.