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A Guide to Media Planning + Buying

What is Media Planning + Buying?

Media planning is the process of researching and recommending the best platforms to deliver your brand’s advertising message. Media buying is the execution of that plan. It’s what we do. At Richardson Media Group, we plan and implement your advertising campaign so you can reach your target audience and achieve your marketing objectives. It may sound simple, but an effective advertising campaign requires a solid understanding of your business, your goals, your audience and the ever-changing media landscape.

Now that you know the what, it’s time to get a better understanding of the how. In our newly released SlideShare presentation, we map out the five steps that go into developing and implementing a paid media advertising campaign.

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A Guide to Media Planning + Buying

  1. 1. A Guide to Media Planning + Buying
  2. 2. Hello! We are Richardson Media Group A strategic media planning and buying agency, we negotiate and manage advertising campaigns across multiple delivery platforms. Learn more about us at www.richardsonmediagroup.com.
  3. 3. Media Planning & Buying Let’s map out the steps that go into developing and implementing your advertising campaign.
  4. 4. 1. Asking Questions Every step in the media planning process is informed by carefully crafted questions that help us learn key facts about your brand and your marketing goals.
  5. 5. Asking Questions Campaign Objectives Are you looking to raise awareness of your brand? Do you want to generate leads? Do you seek to increase enrollment or membership? Audience Profiles Who are your target audiences? Define the demographic, psychographic and geographic profiles for each audience segment. Brand Identity How is your brand currently perceived in the marketplace? What characteristics differentiate your brand from the competition? Communications Efforts Describe how you currently communicate with your customers and prospects? What has worked well? What hasn’t been as effective? Budget Have you settled on your media budget? Do you have a timeline for the campaign? Have you thought about a separate budget for creative and production? Next Steps With this information in hand, it’s time to investigate the options and come up with media recommendations.
  6. 6. 2. Evaluating Media Tactics Determining the right combination of tactics requires a clear understanding of how each media vehicle works.
  7. 7. Evaluating Media Tactics Reach Certain media vehicles naturally offer wider reach, meaning they expose your brand to a broader, less targeted audience. Examples of wide reach vehicles are: Outdoor billboards or Broadcast television. On the opposite side of the spectrum, we find narrow reach vehicles such as live events or targeted direct mailings. Frequency The number of times your brand’s message is exposed to your target audience is called frequency. High frequency delivery vehicles showcase your brand to your target audience many times during a campaign. Examples of high frequency vehicles are impression-heavy digital or paid social ads. Ideal Media Mix It’s all about finding the most effective ratio of reach and frequency to drive your successful ad campaign.
  8. 8. 3. Negotiating the Buy Making sure you get the best price and the best placement.
  9. 9. Negotiating the Buy Negotiate Pricing We negotiate with the media outlets on your behalf based on several important criteria. Our purchasing volume and long-standing relationships with media vendors gives us leverage to ensure that our clients never pay rate card. Negotiate Placement There’s significant value to where ads are positioned as well. We negotiate for the best placement to make sure your message reaches the right audience at the right time and in the right place. Build Relationships We know how important it is to adhere to your budget allocations. We’re always striving to help you get the most for every advertising dollar.
  10. 10. 4. Presenting the Plan Bringing the media recommendations together.
  11. 11. Presenting the Plan Review Recommendations Ideally, we’ll present your media plan in person (or via video conference call) giving us a chance to share our recommendations first-hand. Questions + Concerns Over the course of the media presentation, we’re happy to answer all of your questions and address your concerns. We’ll edit the plan as necessary, taking into account any budget-related or campaign goal changes that may arise. Secure Final Approval Once the media plan is approved, we will ask you to sign a media authorization and services contract, approving the plan and authorizing Richardson Media Group to act as your agent to buy and traffic media deliverables on your behalf.
  12. 12. 5. Implementing the Media Buy Trafficking ad creative and launching the campaign.
  13. 13. Implementing the Media Buy Reserve Space Upon receipt of the media authorization, we prepare insertion orders to reserve space with each of the vendors. Collaborate with Creative We provide our creative partners with ad specifications and deadlines. We work closely to support messaging and visual appeal. Traffic Creative Deliverables Once the creative assets are approved by the client, we send the ads to the our vendors and follow-up to confirm receipt. Monitor Start Dates As each element of the media plan goes live, we demand proof of placement from the vendors. Report + Refine We provide ongoing and timely engagement reports and recommend ways to optimize the plan to secure optimum results. Reconciliation + Make Goods As media vendor invoices are submitted, we reconcile the client account and make sure our vendors have delivered on their contracts.
  14. 14. A little preparation before you begin will go a long way towards ensuring the successful launch of your advertising campaign. Thinking Ahead
  15. 15. Thinking Ahead ➔ Understand your brand’s market position ➔ Know what sets you apart from the rest ➔ Identify your marketing goals ➔ Invest in quality creative assets ➔ Refresh your website ➔ Set realistic performance expectations ➔ Allow for the luxury of time ➔ Bring your internal (sales) team into the loop ➔ Make a laundry list of your questions And...
  16. 16. Hire an Experienced Media Planner When it’s time to launch your advertising campaign, we hope to hear from you! Let us guide you through the process step-by-step. (978) 834-6885 info@richardsonmediagroup.com
  17. 17. Thank you! We’d love to hear from you! Richardson Media Group, Inc. 21 Water Street, Suite 7 Amesbury, MA 01913 (978) 834-6885 info@richardsonmediagroup.com www.richardsonmediagroup.com ★ Presentation template by SlidesCarnival

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