Campaign planning
Media planning is one of the main tools for proper organization and implementation of an advertising campaign. What we offer is not just advertising placement: we will develop a strategy to maximize our screens’ effectiveness.
The media-planning process includes a number of steps aimed at answering a single question: What would be the best way to convey an ad message to consumers of this particular brand or service?
To come up with the best strategic solution, our media-planning specialists have to find answers to the following questions:
How many potential consumers of this brand should be covered?
How often should the messages appear?
Which markets and regions should be targeted by the messages?
What should be the campaign’s budget?
Answering these questions develops a certain media strategy, which then serves as a basis for the campaign’s plan.
The next stage, i.e. media planning, assumes the following deliverables:
Media Plan;
Campaign Budget;
Media Estimation (estimation of the campaign’s efficiency).
Initial data for the Media Plan are determined at the very start and include the deadlines and the area of the campaign, available budget, locations of the screens, their sizes etc.
These data are contained in a Media Brief. As a rule, the Media Brief is prepared by CityVision together with the customer at the time of contract signing.
As soon as the customer has received the Media Brief, the next stage is to analyze the preferences of the target audience and select the screens, after which several campaign scenarios are presented.
The practice shows that a good media planning may save from 25 to 50% of the advertising budget, or, accordingly, increase the campaign efficiency, which at the end of the day lead s to sales growth.
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