Your next step is to activate this media strategy in the form of a concrete Media Plan that answers ALL of the questions above. While very useful in the Media Planning process, a media strategy is just a starting point. The output from a media research tool like Nielsen is not a Media Plan. This will help you to track Media Plan progress against your marketing mix as placements are laid down on your plan.Įach segment of your marketing mix model will have to be activated in your Media Plan as one or more media placements that each specify the specific media vehicle, ad slot, timing, pricing, quantities, costing, and all the other elements described in more detail below. You can use your marketing mix model to break down your media budget into buckets. Your next step is to create an actual Media Plan using your marketing mix model as a guide. Your marketing mix – also known as media mix – is super-useful, but not directly actionable.
The output from your marketing mix model is not a Media Plan. Here are some examples of documents that sometimes pose as Media Plans that are not really Media Plans A Marketing Mix is not a Media Plan. If you work for an agency, you already know what I mean, and can jump past this section. It’s probably because their definition of Media Plan is “loose.” I don’t think their intent is to deceive. I bring this up because too many people claim to provide a Media Plan but are actually providing something else. If you are looking at a document that claims to be a Media Plan, but doesn’t answer ALL of the questions above, it’s not a Media Plan.
However, Media Plans are sometimes created by Media Buyers, particularly in digital advertising.Īs workflows evolve, others in the marketing organization may create media plans. The Media Plan is the key deliverable of the Media Planning process, and is traditionally created by a Media Planner. In advertising, your Media Plan specifies the audience, location, timing, reach, frequency, cost, and goals of your media placements for your ad campaign.
But what is a Media Plan? What’s it made of? This article explains the 10 parts of Media Plan. Most successful advertising campaigns include a good Media Plan.
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