Importance of Media Planning
1. Optimal Resource Employment: Through a smart selection of appropriate media and time slots, advertisers may reach a wider target population more effectively and at a lower cost. If media planning is not done precisely, costly media channels that reach a small portion of the target population may be chosen.
2. Accomplishment of Advertising Objectives: Media Planning is strategically structured to fit with a firm’s marketing and advertising objectives, and it is integrated into a larger advertising strategy. Significant decisions like identifying the right medium, figuring out the media mix, and planning the timing of commercials all play a part in achieving advertising goals like effective message delivery and sales promotion.
3. Choosing the Suitable Media: Media Planning is a thorough examination of various media in light of variables including cost per reader, cost per viewer, media image, coverage, and rating. Marketers make sure the media they choose reflects the qualities of their intended audience. Requirements for messaging are also taken into account while designing media, such as choosing audio-visual platforms for demonstrations.
4. Optimal Media Mix Selection: Media Planning makes it easier to choose the most effective media mix, which guarantees a variety of media for in-depth coverage of the target population. Because a single medium might not be able to successfully reach all parts of the target audience, a carefully considered media mix increases the possibility of attaining advertising objectives.
5. Allocation of the Advertising Budget: Choices on the distribution of the advertising budget across various media platforms and media kinds are determined at the media planning stage. Advertising managers may scientifically distribute the whole money across many media by identifying the ideal media mix.
6. Strategic Timing of Advertising: To guarantee the best outcomes, media planning involves scheduling commercials at the appropriate times. It’s crucial to choose the right month, day, and hour for marketing. Ads are displayed more frequently during peak seasons and less frequently during off-seasons because of media planning. It also takes into account the best times to communicate with the intended audience, guaranteeing successful interaction.
7. Assistance of Control: Media Planning helps to evaluate media effectiveness by setting performance standards for coverage of target audiences. The advertising manager should look into alternate media outlets or take corrective action if the coverage is not up to par. This is indicative of media inefficiency. One way to exert influence over media strategy is through media planning.