Management and Organizational Studies 3322F/G Chapter Notes - Chapter 5: Media Planning, New Media Strategies, Mobile Advertising

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3322F/G
• Professor: Tara Lee

Document Summary

Developing a media plan is a complex process. The primary goal of the agency media planners is to reach a target market efficiently. In doing so, they consider all kinds of strategic issues, along with conditions in the marketplace and what competitors are doing. Efficiency in media planning can be loosely defined as gaining maximum exposure at minimum cost. In following this mantra, the agency planners must develop and execute a plan that achieves the clients objectives within certain financial constraints. The media plan is part of a broader marketing communications plan and marketing plan. The direction a media plan takes must fit in with and be coordinated (timed) with activities recommended in other marketing communications areas. Coordinating various communications activities creates synergy and maximizes the impact the plan will have on the target market. With consumers media habits changing, mainly due to technology, it is more difficult than ever to reach people with advertising messages.