Q. What is media planning and Strategy. How you will evaluate the broadcast, print & support media.
Answer: Introduction:- Media plan make a decisions how advertising time and space in various media will be used to achieve the advertising and marketing objective of the company. The basic objective of media plan is to find out that combination of media which enables the advertiser to communicate the ad-message in the most effective manner at lowest cost in communicating with the target audience.
An advertising plan is determined by the advertiser to achieve advertising objectives. Advertising goals are decided keeping in view the marketing objectives of the company. In media plan following major media decision are taken:-
1) Selecting appropriate media to serve the advertiser's need that is selecting media which can reach the target audience of advertiser.
2) Selecting best combination or else mix of media which is within the advertiser's ad budget.
3) Selecting mainly suitable media schedules.
In Brief media planning comprises the answer to following 5 W's:
1) Whom: Whom do we desire to reach? That is identifying target audience(potential customers).
2) Where: Where are potential customers located? That is identifying geographical area.
3) What: What kind of message is to be selected for communicated? That is the message is informative or demonstrative in nature.
4) Which: Which media is to be chosen for communicating with our target audience? That is the identifying suitable media-mix.
5) When:-When ad is chosen issued? That is deciding month and day time of ad.