Media planning

Media planning includes:

• identification of priority media categories;
• determination of optimal values ​​of performance indicators ( TRP , Coverage, Frequency, etc.);
• planning stages of an advertising campaign in time
• budget allocation by media category.

The basis for media planning is media research . As a result of the research, the indicators necessary for optimal planning of the advertising campaign are determined, first of all, the rating of individual advertising carriers in the general population and in the target audience . Based on the plan, the totals are calculated: ^[1]

• GRP - gross rating points - total rating, shows the total number of contacts with the advertising appeal, it is also the rating number.
• TRP - target rating points - the sum of the ratings of the advertising campaign in the target audience, that is, GRP in the target audience.
• Coverage — Coverage or Reach — The total number of people reached by the ad.
• Frequency - the average number of contacts with advertising per representative of the target audience
• Index T / U - compliance index ,
• CPT - cost per thousand contacts,
• CPP - cost per rating point.

Most of the advertising budget is the cost of buying media space for advertising materials. In the case of radio and television , this is the purchase of time for the demonstration of advertising material, in the case of print media it is the purchase of advertising space. To manage these costs, you need to make a media plan - an accurate description of the parameters of the advertising campaign.

Typically, a media plan contains the following sections:

• MASS MEDIA. This section lists all the media in which the advertising material will be posted.
• Goals. The goals and objectives of this advertising campaign.
• The target audience. Description of the target audience of this advertising campaign, statistics on social and property status.
• Strategy. Describes what steps will be taken to achieve the goals.
• Budget and calendar. Describes what and when the money will be spent.
• Rating number. The rating number, summarized on all advertising platforms displaying advertising, helps to understand the size of the target audience: the higher the GRP, the greater the coverage, the more effective the advertisement.

The choice of components of the media plan depends on the amount of coverage of the target audience, the effective time of exit (prime time for the desired target audience), the cost and specifics of the publications. Combining all these indicators is possible using special programs for media planning.

Efficiency is determined primarily by the specific task. Any advertising agency can offer its clients independent ratings, that is, conduct an expert examination of the media, on the basis of which the client can develop his own MP. You can make an examination of an existing MP, calculate its effectiveness by parameters and find out how many city residents can be consumers of the advertised product and how many potential consumers will come in contact with the advertising message and how many times. For an advertising agency specialist, the main thing is that advertising benefits the client and the choice of channel matters only in this regard. ^[2]

For the development and optimization of media plans, specialized software is used : Galileo , SuperNova, MarkData Media Workstation, TV Planet, Schedule Builder, EXCOMMEDIAPLANER, PROBA-MEDIA and several others.

• Balabanov A.V. Entertaining media planning. - RIP-holding, 2001. - 104 p. - (Academy of Advertising). - ISBN 5-900045-13-7 .
• Evstafiev V.A., Yasonov V.N. Introduction to media planning. A tutorial for beginner media planners. - 2. - M .: RIP-holding, 2001. - 81 p. - (Development Academy). - ISBN 5-900045-12-9 .

"Modern media planning. A training manual." Alexander Nazaikin. Publishing house "Solon-press".

• Balabanov A.V. Lectures on Media Planning: Media Studies. Introduction (neopr.) . media-planning.ru. Date of appeal September 21, 2013.
• Media planning in advertising. Rating Number