Doing media planning right

The following operational checklist shows what is likely to be required for a typical media plan and, in what order the items should appear.

1. Marketing objectives and strategies that relate to media – can be summarized rather than specified in detail
2. Copy strategy statements and how the media will support them – creative strategy can clarify decisions of media selected, or way media is to be used
3. Summary of the entire plan – a quick overview of what actions are recommended
4. Competitive situation – analysis of the impact of competitors' media activity
5. Media objectives – should be clear, concise and measurable – and should relate to the marketing objectives and they should cover the following topics:

• Target audience(s) definition, including demographics and psychographics
• Budget available and any restrictions on its use
• Reach and frequency levels needed, and why
• Seasonal spending patterns and continuity needs
• Special geographical weighting needed, if any
• Creative strategy needs
• Promotional needs
• Client manditories

1. Media strategies – should be clear and concise and relate to media objectives, and should inclue a rationale for each strategy statement. Strategies should include:

• Criteria for selecting and scheduling media
• Media types selected (e.g. trade magazines, direct mail, newspaper)
• Allocation of budget to media classes
• Strategy for allocating the budget to marketing areas
• Reach and frequency levels by month and/or quarters of the year
• Allocation of spending by months and/or quarters of year
• Creative units specified by size and duration for each medium
• Relation and impact of competitive strategy on plan

1. Details and documentation – details of the media plan with guidelines for implemention, as well as exhibits and supporting documentation:

• Yearly media flow chart showing all vehicles and how they are to be scheduled as a plan, including reach/frequency delivery by advertising periods
• Data showing net reach and frequency for the target audience by medium and for the entire plan
• Gross impression delivery by medium and the entire plan by month
• Cost summary table listing each vehicle with creative units, insertion dates and costs by creative unit
• Proof that the media vehicles selected are the best choice based on the selection criteria, e.g., cost efficiency rankings, attentive scores for each medium

> Samples

At Andover Group, there are no cookie-cutter media plans. Yet every plan, for whatever kind of product and service, for whatever kind of media, is accompanied by extensive and timely documentation.