Media planning is an elaborate and complex activity. A person who is entrusted the task of design a media plan must be well versed in the theories of marketing and branding, have an in-depth knowledge of the product which is being represented by the brand and a crystal clear understanding of the contemporary market. Needless to say, the success or failure of a brand’s entire marketing and promotions is determined by the quality of the media plan. This is the reason why most companies hire the services of professional media planning agencies.
Finding programmatic buying companies is not a difficult task. The city is the hub of the country’s marketing and advertising industry. So, there are innumerable media planning and buying agencies in the city which offer quality services to companies and corporates. These agencies assign special teams for analyzing the expectations of the client companies and then, design the media plan. The media plan is then reviewed by an expert committee before being commissioned for execution. The media agencies of Mumbai always incorporate five key elements in their media plan. These five key elements which form the core of a media plan are as follows:
Effective brand presentation strategy
Firstly, the media planning team identifies the aspects of the client brand which can be advertised in the most effective manner. Sometimes, they conceal or transform certain aspects of the brand identity of the client company in order to fit the media plan. The objective is to create a brand strategy which will appeal to and resonate with the prime audience.
Effective product presentation strategy
Secondly, the media planning team identifies the strengths of the product or service which will be advertised and incorporates them in the media plan in such a way, that the target audience would recognize what they would be missing if they ignore the advertised product or service.
Target platform for target Audience
Thirdly, the media planning team identifies the most suitable media platforms for executing the media plan. This is done with the help of complex analytical tools which monitor the behavioral inclinations of the target audience and determine their most favorite media platforms. Every media planning and buying agency in Mumbai have separate teams who do this analysis.
Media spend analysis
Fourthly, the media planning team prepares the budget for the promotional campaign, giving suitable weightage to each media platform on the basis of the duration of the promotion. A media planning and buying agency in Mumbai might employ a finance team to assist the media planning team in preparing the budget.
Competitive advantage
Last but not the least, the media planning team strengthens the competitive advantage of the brand and the product which will be highlighted the most in the media.
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