Strategy and Planning

TABLE OF CONTENTS

Introduction

Choosing the provider for your ad spots will be crucial to running a successful marketing campaign. A good advertising and media buying partner will point you in the right direction towards advertising avenues that will give you the most bang for your buck . This will help you with resource planning and allocating a proper budget to ensure your campaign runs without glitch. Proper campaign planning and a clean, smart strategy will result in increased sales and engagement.
Unless you have a minuscule budget, you will also want to look into multiple advertising collaterals using different media channels (TV, radio, print etc). Plan your marketing expenses in segments according to the the and impact of the media you are buying. If all of your target audience is hanging out one, you need not spend a fortune on offline hoardings and vice versa. Think about what percentage of your campaign budget you want to devote to  which types of media spots.
At the end of the day, you want to come up with a comprehensive marketing strategy that will provide maximum impact and hit your consumer through multiple channels. Studies say that it takes at least 4-5 impressions in order for a customer to remember your brand name. Approaching from all directions makes it more likely that your target customer will be exposed to your brand message quickly.
Once you have a strategic campaign plan in place, you can start sending out requests for proposal (RFPs) to different media suppliers that seem like a good match for your campaign.  Before you make a purchase through, you will have to have a basic knowledge of the different types of media available out there.

The next section covers the entire range of the types of media you can buy from your advertising media supplier.


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