Media planning is aimed at long-term results and its main task is to keep the advertising budget under control. The document should answer two main questions: how much money should be allocated for advertising and what results are expected from this. It also helps to monitor the progress of advertising campaigns and adjust them in time if they do not bring the expected results. The media plan also helps the agency clearly demonstrate to the customer in numbers its knowledge of the project topic, adequate assessment of risks and resources, as well as its own effectiveness.
At what stage of work is a media plan developed and for what period?
Before working on the document, you need to do some malaysia mobile database preparation: study the portraits of the target audience, the strengths and weaknesses of competitors, formulate unique selling propositions.
The media plan is drawn up when:
Start of cooperation with a new client.
If there are previous placements, they are first audited and statistics are collected.
Extension of placements.
In this case, the media plan is created in the same way as in the previous one, but with an emphasis on the dynamics of the current placement.
As a rule, the media plan is made for a period of 3 months to six months. But if we are talking about the agency preparing a media plan for a tender, then the period can be 1 month, this is enough to understand what budget the company should count on. Also, a monthly plan is enough for a startup that has just started to engage in its own promotion.