Once you’ve gone through the process of evaluating your advertising, what then?
This is where your thoughts should be turning to media. You’ll either be engaging the services of a media agency or buying your own media.
Whichever route you choose to buy media, we highly recommend writing a media brief. The key question to ask in the media brief is :-
‘Are we reaching the right people in a meaningful way at an efficient cost conveying what we want to convey?
Your media brief should include
- the target audience (to reach the right people)
- the brand identity (for media to be meaningful)
- the budget (to be at an efficient cost) and
- conveying what we want to convey (the outline of the advertising idea).
These are the minimum things you need to start media planning.
As part of your media planning, you’ll also need to decide whether your advertising message requires a broadcast or narrowcast approach.
With a broadcast approach the same message goes to a large group or people. With a narrowcast approach, specific tailored messages go to smaller groups of people.