A few months ago we told you in How to make an advertising campaign (I), first step ; What procedure had to be followed to carry out a professional media campaign, either to execute it ourselves, or to control in case this service is subcontracted to an agency or planner in our company. We stopped above all in Uzbekistan Email List carrying out the Briefing , a key piece in marketing, and on which any campaign begins. It is in this document, the media briefing, where the definition of the action is established, the description of the target and the geographic scope, the communicational and economic objectives … In this second installment we are going to translate this briefing into a new document that is usually called: “Media plan or media planning for the campaign …” The first step, perhaps even prior to the writing of the briefing, is to begin to develop a good database of media and supports; Introducing ourselves as a potential client and locating the contact persons for each one of them. These media and supports (off and on-line), must, in a first round,
fit with the requirements that we mark in the lines of our annual advertising strategy, that is, they will be media and supports, whose audience, theme, circulation, scope of performance, editorial line, number of visits … are in line with our marketing strategy. If we have decided to open new markets in the United Kingdom, establishing a headquarters in London, it would be interesting to start contacting London media and support This step will facilitate the subsequent work! Fundamental pillars. 4 are the concepts that we must burn ourselves and keep in mind when we design and plan any media campaign: Coverage : in the sense of achieving the maximum possible repercussion and impacts. Affinity : understood as “contacting” our target of interest in the highest possible percentage. Optimization : achieve the coverage and affinity defined previously, being efficient in costs, time and resources. Results : measurement and monitoring of the results, to evaluate the total success of the campaign.
We will see that these concepts are closely related to advertising measurement metrics such as GRP´S, OTS… .metrics that we will analyze in the third part. Target analysis An advertising campaign tries to impact, as many times as possible, a certain target audience or target, previously defined in the eu phone number briefing because it is likely to buy our product / service or is related to it, with the determination to communicate a message. Therefore, fundamental for the success of the campaign is the pinpoint definition of that target. We must answer the questions where is it? What is it like? and how and where do you consume? For this we will use statistical analysis of the population from various sources; audience profile data from different entities and institutions; sector studies and analysis; consumption panels … in short, figures that will help us to focus and optimize future advertising efforts.