ideal media channel is selected within the framework of the plan created in line with advertising and marketing purposes. These media channels; It can be television channels, radios, social media platforms or outdoor advertisements. With a good media planning, the desired message can be given to the target audience in a short time. So what is media planning? What are the advantages of media planning?

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​What is Media Planning?

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Media planning is built around creative content and messages. If the media channel is chosen incorrectly to deliver the advertising message, it may be impossible to reach the target audience and get feedback. For this reason, the way to deliver the advertising message to the target audience in line with the marketing objectives is through the media planning processes. In these processes, television and radio advertising planning, social media marketing - traditional and digital media application such as media buying - media planning channels can be used.

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What is the Process of Media Planning?

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Digital media planning and media buying are processes that serve the marketing goals of businesses. Digital media planning operation can be done digitally or in the field. The media planning processes applied for this are basically as follows;

 

Goal setting: The goal of the product, service or brand is determined. Different types of advertising campaigns can have goals such as increasing brand awareness and increasing e-commerce site traffic. In line with the determined target, an original, measurable and realistic media planning is designed.

Target audience determination: Media planning basically focuses on the target audience to which the advertising message will be delivered. For this reason, identifying or defining the target audience is a critical stage for media planning. Choosing the right media channels means reaching the largest number of people in the target audience. While determining the target audience, criteria such as age, gender, cultural factors, income level or occupations are considered. The places, sites or platforms that the target audience uses heavily are important factors for media planning.

 

Determining the details of the campaign: The timeline, cost table and media channels used by the target audience are determined for the advertising campaign. Campaign details are one of the important stages of media planning. These details may vary by industry and marketing goals.

 

Media reflection and measurement: The results of the advertising campaign are a factor that the advertiser focuses on. During the campaign process, data such as website click-through rates, the number of potential customers registered on the site, e-mail clicks and finally sales are measured. Monitoring audience interaction and analyzing measurable goals is an indicator of how successful media planning processes are.

 

Media planning, also;

 

Analyzing all the content to be used within the framework of media planning with all its dimensions,Planning and budgeting of media planning expenses,Analyzing the necessary studies for communication with the target audience,Calculating customer returns and making necessary analyzes according to the returns,It also includes processes such as sharing all outputs of the media planning process with the brand or company.