MEDIA PLANNING | Advertising in Armenia
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?!
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:
The following documents are developed at the following stage, that is media planning:
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.
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 $ | |||