MEDIA PLANNING | Advertising in Armenia

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You decided to accommodate advertising in mass media, but you don’t know  what, how   much and at what time/period it is better to choose one or another means?!

·      You want to draw  up an optimal  plan?!
Final monitoring of  advertising messages  issue in mass  media (radio, press, TV, Internet) with copies  of newspapers, journals (accommodation in press), media plans (if accommodation was on radio and (or) TV).
In our work we use a special program, which allows  to speed-up and draw  a media plan-program "OPTIMEDIA” more optimally.
  You can get information about prices by electronic inquiry  fm-region@rambler.ru

 

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Media Planning
 
Media planning is one of the most important tools of literate organization and carrying out of an advertising campaign. The idea of «mediaplanning» appeared in the midst of 1960s in the USA. In 1964, an American journalist and ad maker Roger Burton performed a number of researches aimed at enhancement of efficiency of the advertising campaigns being carried out by different companies.

As a result of researches, it was found out that promotion of goods or services in the market is more efficient in case when a complex of marketing events is developed with account of the plan of work with media-channles.

Working with media-channels, by Burton, ment not just placement of advertisement, but development of a strategy allowing  to use various means of mass information  maximum successfully. So, the idea of media planning started gradually forming just in this way.

 

The media planning process consists of a number of solutions called to answer the question:
How better it is to organize delivery of advertising to the supposed consumers of a certain trademark  or service?
To develop the best strategy within the frames of solution of this task, the media planning specialists form answers to the following questions:

• What scope of potential consumers of a trademark should be covered?
• How often the advertising should appear?
• What markets and regions the advertising will be oriented at?
• What is the optimal volume of the advertising budget required for investments in the advertising campaign?

A certain media strategy is developed during specification of these answers, which gives a basis for development of the advertising campaign plan.

 

The following documents are developed at the following stage, that is media planning:

• media-plan
• budget of the advertising campaign
• media imposition (calculation of efficiency of the advertising campaign)

The initial data for the media-plan are determined in the very beginning of development of a media strategy and include the data about the terms and geographic region of holding of the advertising campaign, the available budget, the target audience of the advertising, ect.

These data are contained in the media brief. As a rule, the media brief is drawn up by an advertising agency jointly with an advertiser at the contract signing stage.

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Example of a media brief
 
Budget  -$ 20 000
Campaign start date - July 1 2005

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Example of the placement versions

 

	Placement version 1			Placement version 2
TV channels	ORTV	Russia	NTV	CTC	Ren TV
Share of placements on the channel	50 %	30 %	20 %	50 %	50 %
Absent GRP		1320		1000
CPP		30 $		40 $

The practice shows that literate media planning allows to save from the quarter to half  of the advertising budget on average or, respectively, increase the advertising campaign's efficiency factors and, finally, growth of the volume of sales.

 

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