subject: Media Management- When Roi Is Of Importance [print this page] Marketing in todays era is incomplete without a communication plan. Every brand needs a communication to interact with their target audiences. To interact with them what is required is a medium. A medium that reaches them inspires them and appeals them. Many media management companies conduct number of studies only to churn out an effective media plan. Media planning is not just number crunching. Its more about reaching the right target audience to get the desired Return on Investment. Media management plays a vital role in making a campaign more meaningful and impactful. Media planning not only involves the right choice of media but also the correct media vehicle. Lets say a magazine is a medium to communicate a set of audience. Only adding the word magazines does not serve the purpose.
Choosing the right genre of magazine, which has a considerable number of circulations among your target audience, is important. To make a media plan, a planner should be a professional hoe has all the statistics and database in place. This media plan is then followed by media buying process. The media planner while planning needs to be considerate about various factors like Reach, Frequency, CPM, Cost per point etc. which zeros down to the budget. Media buying is a challenging job. Negotiation is the key part of this job. It is only with negotiation one can deliver the best media solutions to a client.
Today, a 360 degree plan is the latest trend which also involves innovative media. An innovative media can be anything, a statue, an inflatable, or anything that appeals to the audience. To make an innovative plan a communication message has to be designed accordingly that complements the innovative media. Innovative media helps spread word of mouth and enjoys maximum flexibility to reach the target audiences at a given point of time. These innovative media also enjoy a free publicity if executed well. Thus, accelerating the return on investment and also creating recognition of a brand. This proves that media planning is equally important as is crafting a communication message.
