Learning objectives:
1. What do media agencies do?2. What stages are involved in media planning?
3. How to optimize media expenditure?
Problem: How to optimize media expenditure?
1. What do media agencies do?
Definition:
According to cambridge dictonary a media agency is a company that advises companies on how and where to advertise and on how to present a postitive picture of themselves to the public: Many firms use a media agency to represent their brands online.
Role of a media agency:
A media agency (or media planner) is responsible for the strategic recommendation of media activities for your campaign. After receiving a brief from the client, the planning process involves analysing the audience objectives and balancing the reach, frequency and costs of media options to deliver a detailed media plan that maximises advertising exposure and impact.
Planning should demonstrate a coordinated approach to different media and illustrate the thinking behind the proposed approach. Media planners work closely with advertising agencies to ensure the client's advertising budget is well spent, as well as adhering to the overall campaign strategy. (Source: NSW Strategic Communications)
2. Media Planning
Media Planningc is the expertise to ensure that our clients' messages appear in the right place and at the right time to ensure they reach the correct target group. (Source: MediaCom)
Planning process:
 |
The next step for a media agency is to seek to understand more about the people it needs to influence.
A media agency will also research how the target group consumes and uses media, both traditional and social media.
The media agency will then work closely with the client and the brand's other agencies, if appropriate, to develop an idea and a media plan that media buyers and/or content creators can then implement. (Source: MediaCom, 2014)
According to Carr (2006) there are five steps of media planning:
Step 1: Capture the market share you "should own". Insert yourself into the marketplace by being present
According to Carr (2006) there are five steps of media planning:
Step 1: Capture the market share you "should own". Insert yourself into the marketplace by being present
Step 2: Merchandise the product or service. Make sure that your prospective customer clearly understands what your product has to offer by manipulating its features and benefits to position against those of your competitors.
Step 3: Eliminate confusion. Capture incremental revenue by eliminating "confused customers" through usability testing and site optimization.
Step 4: Create intangible benefits through branding. Create perceived value, brand personality and other intangible benefits.
Step 5: Retain customers and create fans by crafting the experience. Get to know your customer and their friends by supporting their needs and facilitating their experience with your product or service.
Step 3: Eliminate confusion. Capture incremental revenue by eliminating "confused customers" through usability testing and site optimization.
Step 4: Create intangible benefits through branding. Create perceived value, brand personality and other intangible benefits.
Step 5: Retain customers and create fans by crafting the experience. Get to know your customer and their friends by supporting their needs and facilitating their experience with your product or service.
3. How to optimize media expenditure?
According to Quigley (2014) there are 3 ways of how to optimize your marketing expenditure:
1. Test new marketing opportunities in order to stay up to date
2. Get engaged: connect to your customer
3. The proof is the data: by wisely using data a company can access a deep pool of potential consumers
1. Test new marketing opportunities in order to stay up to date
2. Get engaged: connect to your customer
3. The proof is the data: by wisely using data a company can access a deep pool of potential consumers
Sources:
Cambridge Dictionary. 2014. media agency Bedeutung im Cambridge Englisch Wörterbuch. URL: http://dictionary.cambridge.org/de/worterbuch/englisch/media-agency. Accessed: 05.04.2016.
Carr, R. 2006. 5 Strategic Media Planning Steps. URL: http://www.imediaconnection.com/articles/ported-articles/red-dot-articles/2006/sep/5-strategic-media-planning-steps/. Accessed: 06.04.2016.
MA webtechnologies. 2015. Online Media Buying Company - paid media services. URL: http://www.mawebtechnologies.com/onlinemediabuying.php. Accessed: 05.04.2016.
MediaCom. 2014. How does a media agency work? URL: http://www.mediacomedinburgh.com/en/what-we-do/our-industry/media-agencies/how-does-a-media-agency-work.aspx. Accessed: 05.04.2016.
MediaCom. 2014. Media planning. URL: http://www.mediacomedinburgh.com/en/what-we-do/our-industry/media-planning.aspx. Accessed: 05.04.2016.
NSW Strategic Communications. n.d. Role of advertising & media agencies - Planning a campaign. URL: http://www.advertising.nsw.gov.au/advertising/planning-campaign/advertising-and-media-agencies. Accessed: 05.04.2016.
No comments:
Post a Comment