Strategic and tactical planning of an advertising campaign
When it comes to advertising and advertisers, then in the minds of the employees of creative departments, creating brilliant messages, or customer service departments, enclose multimillion-dollar contracts. Fiction and cinematography, which form a mass consciousness, exploit these bright images. But creativity and work with clients is a beautiful packaging of the advertising industry, the bulk of its revenue is formed in the sphere of media placement. So it was always, including at the dawn of the advertising business, when the agent was supposed to receive 15% of the commission for placement in the newspaper, and the message was developed free of charge as a bonus. Since then, the commission fees for accommodation have decreased many times, and advertisers often pay for creative work separately, but the fixed assets and profits of the advertising industry are still in the sphere of media placement.
Because of the significant costs for media placement, a large choice of media and media, it becomes necessary to carefully plan the media deployment, allocate costs between media and media, and optimize them in order to achieve high results, best impact on target audiences at the lowest cost. It is these tasks that are put before the employees of the media departments of advertising agencies and media agencies, and their solution occurs in the context of media planning of the advertising campaign.
In a narrow sense, media planning can be understood as a procedure for the formation of a media plan, i.e. the schedule of outputs of advertising messages in the framework of the advertising campaign of the product/service. In a broader sense, this is a set of actions with such procedures as the analysis of the target audience, the choice of media appropriate to the objectives of the advertising campaign, as well as the most effective carriers of the advertising message, the layout of the placement, the media effects of the chosen allocation scheme and the results of the advertising campaign. >
The most successful scheme of the place and position of media planning in the structure of advertising communications was offered by the Japanese advertising agency Dentsu (figure 7.2). The scheme begins with marketing tasks and strategies that determine advertising tasks and strategies. Indeed, any advertising campaign is aimed at solving specific marketing problems and is part of the marketing activity of the brand. Similarly, media planning, divided into media strategy and media tactics, is directed towards the solution of advertising tasks and is determined by them. For example, as a marketing task, an increase in the market share can be indicated by increasing sales among those who are not currently involved in brand consumption, or vice versa, increasing sales due to the growth of loyal consumers, the buying frequency per consumer, etc. The advertising task in this case can be the increase of the brand's knowledge, its offers and messages among the selected group of consumers, the media task can sound as coverage of the advertising message to the target audience with the frequency of contact necessary to achieve advertising tasks.
Fig. 7.2. The structure of an advertising campaign in terms of media placement
The necessary volume of the covered audience, the value of the minimum effective frequency of contact with the advertising message - these are questions of the media strategy. Also, within the framework of the strategy, a mediamix is defined - a set of media used in the campaign and meeting its objectives, their interaction during the campaign, the campaign period, sometimes its optimal budget and format of advertising messages. At the tactical level, specific carriers are identified that optimally cover the target audience, a schedule of advertising campaign outputs in these media is formed, optimization is performed and its media effects are preliminary estimated.
At the same time, media here and hereafter means means of communication, i.e., for example, television, radio, press, outdoor advertising, advertising on transport, indoor -advertising in general. Under the carriers are understood specific media advertising. So, in the press it will be certain publications (for example, "Arguments and Facts", "Lisa", "Newspaper", etc.); in outdoor advertising - certain formats (for example, a shield 6x3m, a sticker 30x40m on a particular metro line, etc.); on radio - certain radio stations, broadcasts or parts of the day (for example, radio station "United States radio", show "Sergey Stillavin and his friends" on the radio "Lighthouse", part of the day from 8:00 to 10:00 on "Avtoradio" ;); on television - a certain TV channel, transmission.
The result of media tactics is the schedule of ad campaign outputs, which is also called a media plan. The initial version of the output schedule indicates the media, formats, volumes and placement period, but there is no cost of placement. In this form, it is a kind of technical task for the media buying divisions, which must coordinate with each used carrier the opportunity and conditions for posting the advertiser's message. In addition, baying units can offer options for bingo optimization, use additional media to optimize the cost of placement in the main set of media. After the mediabuying divisions receive financial conditions for placement from media, the campaign schedule is approved by the advertiser and becomes a financial document, which is even appended to the contract between the advertising agency and the advertiser. By this document, the agency confirms to the advertiser that his messages will be placed in the specified media and volumes, on the specified dates and for the specified money.
Beying divisions, which are connected with media, are responsible for the placement/support of the advertising campaign. The media plan approved by the client is the next technical task for them, according to which they must conduct the campaign. This is the ethane of the implementation of the campaign, suggesting:
• launch of an advertising campaign (coordination and timely dispatch of mock-ups and commercials to editions, outdoor advertising contractors, television and radio stations, etc., ensuring their release in the periods and terms indicated in the media plan);
• support of the advertising campaign (confirmation of the fact of the publication of advertising messages in accordance with the plan, the resolution of current issues related to the failure or inadequate implementation of the accommodation conditions specified in the media plan).
After the end of the advertising campaign, its results are monitored in the form of comparing planned and implemented outputs, planned and achieved media effects, and also in the form of evaluating the implementation of planned advertising tasks. As a result, it is planned to correct old tasks or introduce new ones. The evaluation of the results of the campaign will be discussed in more detail in the last part of this chapter. The final result of the evaluation stage is the correction or setting of new advertising tasks.
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