Media Planning and Buying
When planning for a media campaign, it is essential to consider the feasibility of the media avenues identified for usage during the campaign. This will enable the organization to adopt a cost effective and practical media strategy, which will lead to the realization of their goals. Therefore, for a media campaign to be successful, there are various factors, which should be considered by the management.
One of the factors, which are essential in a media campaign, is the cost of the media avenues identified. When considering the cost of a campaign, the organization has to decide whether to run an online or offline campaign. This will be determined by the budget the organization is willing to spend without compromising its financial situation. The cost of the media campaign should reflect on the value realized after the campaign.
During the creation of an advertising campaign, it is also essential to consider the extent of reach expected from the advertisement. When the campaign is targeting a wide audience, it is essential to identify avenues, which have sufficient reach in the market. This includes mass media sources like TV and the internet.
The target audience also influences the nature of the advertising campaign. Different audiences have divergent preferences. For instance, there are programs or literature, which appeals to teenagers and this, is different from that of the adult segment. This should be considered to ensure that the advertisement is relevant to the market. It is also crucial to determine the frequency of the media chosen. This will enable a company to choose an advertising avenue that will have long-term results due to frequency.
The effect of a marketing campaign can be measured through the objectives, which were set out by the organization. A media campaign can also be considered successful if it is cost effective and returns value to the investment of the organization. Therefore, the outcomes of an advertising campaign are used as indicators for its effectiveness.
