4 Steps to Effective Media Management
Media Planning is a vital first step in designing effective media buys. It involves hours of media research to create a specific and measurable Media Strategy, establishing the specific targets and negotiating the media rates.
The planning makes your advertising dollars stretch further! We believe there is an scientific art to designing and planning the most effective media campaigns for our clients. We determine through research the “who, how, when, where and why”, that will establish the foundation for the recommended media plan and produce the best results. Our media planning will ensure you are putting your advertising message in front of the right audience, using the right media at the right times. It will help you utilize your advertising budget more efficiently and, most importantly, effective media planning will improve your advertising ROI. 1 Media Research The Media Research process starts with a review of the industry, the competition and research of consumer habits and motivations to determine your advertising strategy. Then, we design a customized media plan, based on careful examination of your business, your position within your competition and your specific goals, objectives and budget. Finally, an advertising calendar is recommended to maximize your advertising budget. 2 Media Strategy Based on extensive research on the industry, competitor trends and customer demographics, habits and media usage, our media team develops a customized media strategy that is formed from each client’s specific business objectives, marketing goals, overall positioning and creative approach. Each client is unique and our strategy is reflective of their business model and the specific objectives and goals they wish achieve with their advertising investment. |
3 Media Buying
Media Buying involves the negotiating, purchase and placement of the media plan. Based on the Media Strategy, Image will negotiate with various media outlets for the best rates and placements of the media plan. At the same time, working with the media reps to identify opportunities for "added-value", like no-cost sponsorships, and radio remotes, which will increase your media exposure, enhance your marketing message and create additional value from your media buys. Frequently, these promotions can be negotiated into a buy a little or no additional cost, but can improve the effectiveness of the advertising. 4 Media Analysis The purpose of advertising is to drive your business. Understanding how well each step in your marketing and media plans achieves this objective is critical to maximizing advertising ROI. Invoice reconciliation and audits of actual ad placements provide cost savings and opportunities to improve advertising performance. Through measurement and tracking, you won't just think your marketing is working, you’ll know it. |