The media plan is a major part of the marketing activity of the business. The
media plan is largely responsible for the image your customers have of your
business and its offerings.
In this module, we will discuss what goes into preparing a media plan. What's
more, we will discuss various forms of advertising and promotion and we will
discuss how they are coordinated to form your Media plan.
How to use this information
As each media type is discussed, think about the media you presently use. Do
you carefully consider how the media you choose is used and whether you are
getting a good result for the money, you spend?
Consider how the media you use could be used more effectively. As well,
consider how much more effective your advertising might be if Ads in different
media were better timed to create a synergistic effect.
Finally, after you have studied this material, prepare a 12-month media
calendar for your business. Prepare a budget by the month and for the year
based on your 12-month media plan.
A media plan
What is a media plan?
A media plan is a detailed plan of all the outside advertising and promotional
activities of the business for a defined period.
Usually the period is 12 months but it can be for longer periods. Sometimes
the time is 18–24 months because of product sales cycles.Planning for the next media plan should begin 3–6 months before the end of the
existing plan in order to maintain continuity to advertising and promotional
activity.
Media planning will ensure the most efficient use of your advertising dollar
and allow you to accurately forecast and budget your advertising
expenditures.