I need to know about advertising media planning and buying strategy?

I need to know what determines what strategy to adopt when planning or buying media. Special emphasis on ATL advertising and New Media advertising.

I need to know about advertising media planning and buying strategy?
Hi There,





Congratulations for thinking ahead before applying a quick fix to your apparent awareness problem. Many great products failed to be proitable because they are spending too much in the wrong media to reach their users.





A great advertising or marketing needs to start somewhere. The right place to start before even thinking what to say and where to say it is to look at your product proposition. People in the industry call it USP ( Unique Selling Proposition). Analyse your product. Identify who would want it and why they need to want it. Be honest and identify the killer reason to make people want. Do not fall into the common trap of "my product has everything better" as usually it is not the case.





Then analyse the "who" element and what makes the decision to buy. Sometimes it is not the end user that makes the purchase decision.





Now you have identify who wants it and why they need to want it you can safely select your media.





It is most important to indentify what is most cost effective instead which is the cheaper one. How cost effective is measured by numbers of people IN YOUR WHO list that reads or it reaches( you can get it from the media audit for printed media like newspaper or estimates rom the publisher), how much you pay for it (production cost and distribution cost)and how many will respond to the ad(your creativity in ensuring that more people in your list to respond) . Average out with various media.





For ATL advertising just look at the survey report.





Good luck on the strategy.
Reply:In terms of new media, in the past we have tried to follow what the media plan is for traditional advertising, especially in Search marketing. For example, if there is a lot of TV activity planned for a certain month, we make sure that its reflected in Search marketing, and to some extent, Display marketing. Generally we find that people who see an advert on TV, hear it on the radio or see it in a newspaper/magazine, turn to the Internet to find out more information.





Therefore it is crutial that your product is easy to find when the consumer turns to the internet for more information.





In terms of stragety, we'd probably keep the same these going, use the same tag lines, and obviously use the same offer..and add a time senstive offer to encourage a fast purchase/signup.