Media Planning & Placement
Making the right media choices can be an art, as well as a science. Media planning and placement is going to be most effective when it’s creative and exploring all the possibilities…and not just an exercise in number crunching.
Mostly, you want to put your money where it will do the most good. Determining where to put it means creating a media strategy. The best way is to ask yourself some basic questions:
Whom do you want to reach?
Describe the demographics you want to target: age gender, income, education, family status, occupation, buying habits. If you know the psychographics, describe them.
When do you want to reach them?
Do people buy this product year-round...or only in summer...in winter? Are there sale seasons...back-to-school...spring clean-up? Is a holiday on the horizon?
Where do they live?
Are there media outlets like ”shopper” publications that reach into their community? Can their community be specifically reached by cable TV?
How often do they need to be reached to be persuaded to buy?
What are the minimum number of times a prospective customer needs to hear or see your message in order to be convinced?
In what way do you want to reach them?
Does your products or service lend itself to any particular media? Are any to be ruled out? Does it absolutely need a visual? Will a short message do the job or does it require time and space?
