Developing an Advertising Media Plan
Richard Skiba
This audiobook is narrated by a digital voice.
Whether you're managing a direct marketing campaign, overseeing a media strategy, or new to advertising and marketing, this book provides practical insights and methodologies to help you develop a robust advertising media plan within a set budget. It offers an in-depth exploration of the essential skills and knowledge needed to craft a successful media plan, covering everything from defining advertising requirements to selecting media vehicles and scheduling campaigns.
The book guides you through the process of identifying target audience characteristics, analysing advertising briefs, and creating comprehensive consumer profiles to tailor your media strategy effectively. It also explores market factors and their influence on media selection, ensuring your reach and frequency align with campaign goals. Creative requirements and their media implications are thoroughly examined, helping you design campaigns that resonate with your audience.
Key areas such as media merchandising, budgeting, and evaluating media vehicles are also addressed. The book provides strategies for assessing the merits of various media options and testing new vehicles against proven ones, ensuring optimal choices for your campaign.
Emphasizing the importance of aligning media selection and scheduling with your target audience and budgetary constraints, the book also offers guidance on legal and ethical compliance. It covers the development of media schedules that meet advertiser requirements and the refinement of media plans based on results.
This book is an essential resource for media planners, advertising managers, and direct marketers looking to enhance their media strategies and achieve optimal results within budget constraints.
Duration - 9h 6m.
Author - Richard Skiba.
Narrator - Digital Voice Cole G.
Published Date - Monday, 20 January 2025.
Copyright - © 2024 Richard Skiba ©.
Location:
United States
Description:
This audiobook is narrated by a digital voice. Whether you're managing a direct marketing campaign, overseeing a media strategy, or new to advertising and marketing, this book provides practical insights and methodologies to help you develop a robust advertising media plan within a set budget. It offers an in-depth exploration of the essential skills and knowledge needed to craft a successful media plan, covering everything from defining advertising requirements to selecting media vehicles and scheduling campaigns. The book guides you through the process of identifying target audience characteristics, analysing advertising briefs, and creating comprehensive consumer profiles to tailor your media strategy effectively. It also explores market factors and their influence on media selection, ensuring your reach and frequency align with campaign goals. Creative requirements and their media implications are thoroughly examined, helping you design campaigns that resonate with your audience. Key areas such as media merchandising, budgeting, and evaluating media vehicles are also addressed. The book provides strategies for assessing the merits of various media options and testing new vehicles against proven ones, ensuring optimal choices for your campaign. Emphasizing the importance of aligning media selection and scheduling with your target audience and budgetary constraints, the book also offers guidance on legal and ethical compliance. It covers the development of media schedules that meet advertiser requirements and the refinement of media plans based on results. This book is an essential resource for media planners, advertising managers, and direct marketers looking to enhance their media strategies and achieve optimal results within budget constraints. Duration - 9h 6m. Author - Richard Skiba. Narrator - Digital Voice Cole G. Published Date - Monday, 20 January 2025. Copyright - © 2024 Richard Skiba ©.
Language:
English
Developing an Advertising Media Plan
Duration:00:00:04
Chapter 1 – Introduction
Duration:00:10:47
Chapter 2 - Identifying Target Audience Characteristics from Advertising Brief and Preparing a Detailed Consumer Profile
Duration:00:36:37
Chapter 3 - Analysing Product Market Factors to Determine Reach and Frequency Requirements of Advertising Media Selected
Duration:00:28:58
Chapter 4 - Analysing Creative Requirements of Advertising Message and Determining Media Implications
Duration:00:43:52
Chapter 5 - Identifying Media Merchandising Requirements from the Advertising Brief
Duration:00:30:57
Chapter 6 - Confirming Media Budget and Identifying Legal and Voluntary Constraints
Duration:00:38:19
Chapter 7 - Weighing Up Relative Merits of Identified Media Vehicle Alternatives, Taking Past Media Performance Into Account
Duration:00:38:45
Chapter 8 - Evaluating and Testing New or Alternative Media Vehicles with Other Advertisers and Against Proven Vehicles
Duration:00:21:44
Chapter 9 - Selecting Media Vehicles that Target the Required Audience, Meet Media Requirements and Fulfil Merchandising Requirements Within Budget
Duration:00:31:05
Chapter 10 - Selecting media vehicles that meet creative, reach and frequency requirements of the advertising message to be achieved within budget
Duration:00:23:12
Chapter 11 - Ensuring Selected Media Vehicles Meet Legal and Ethical Requirements
Duration:00:45:13
Chapter 12 - Ensuring Duration and Timing of Media Schedule Meet Requirements of the Advertising Brief
Duration:00:16:24
Chapter 13 - Determining Distribution of Messages Over Duration of Schedule to Meet Requirements of the Advertising Brief
Duration:00:13:01
Chapter 14 - Creating a Media Schedule to Satisfy Advertiser
Duration:00:18:59
Chapter 15 - Developing Alternative Media Schedules for Advertiser Within Budget
Duration:00:34:58
Chapter 16 - Determining a Testing Schedule for the Media Plan and Continually Modifying Media Plan in Accordance with Results Obtained
Duration:00:21:58
Chapter 17 - Creating a Media Plan Which Defines Media Requirements of the Advertising Brief and Provides Evidence Supporting Each Requirement
Duration:00:25:16
Chapter 18 - Specifying Recommended Media and Vehicle(s), and Rationale for their Selection in the Media Plan
Duration:00:15:13
Chapter 19 - Ensuring Media Plan Contains a Budget Allocation Per Medium Per Advertising Period
Duration:00:26:33
Chapter 20 - Identifying Anticipated Impact of Advertising and Measures to Assess Its Effectiveness in the Media Plan
Duration:00:24:41