An entrepreneur who wants to promote his brand, product or service reports to a marketing agency that prepares the so-called media plan. What is it and what should it contain?
Running a marketing campaign without any plan does not guarantee success. All successes are a coincidence and cannot be repeated. By creating a well-thought-out campaign based on a detailed plan, it is easier to achieve the set goals and be successful.
Media plan is a special document containing the concept of implementing marketing activities conducted by an employed advertising agency. The plan contains the most important information about the promotion.
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To prepare a media plan for an advertising campaign, the so-called brief, i.e. a list of all customer expectations and effects that they would like to achieve by creating a given campaign. To prepare such a plan, the advertising agency also uses market analyzes and other important issues that may have a significant impact on the nature and appearance of the campaign (e.g. competitors' actions).
A media plan usually consists of several clear tables. The document contains data on:
- campaign time,
- media that will be used to promote the company, its product or service,
- the type of advertisements planned in individual media,
- budget,
- possible campaign effects.
In order to develop an appropriate action plan, you need to thoroughly analyze the target audience. This will enable the selection of appropriate media and forms of advertising - for example, the offer of a trip for seniors will be advertised on the radio and television, and the new streetwear brand for young people - on social media.
The next step is to define your goal. The goal may be to increase activity on the website, generate new leads, achieve certain profits. The effect of the entire campaign depends on the correct definition of the goal.
The media plan should be an integral part of each advertising campaign. Action without a plan may bring results, but it is not a guarantee. An investment in the preparation of a decent campaign based on a well-thought-out plan will translate into real profits.