The
role of media strategy is to find out the right methods that could be used in
delivering messages to the targeted audience or customers.
Before
you go into any form of work, business or campaign you need to have a set plan
of action, so as to ensure the work is done effectively.
Basically, media strategy is not only
procuring customers for the product but also placing the right message to the
right people at the right time and of course that message should be persuasive
and relevant. The planners or advertising managers should always bear in mind
the set budget for the ad campaign.
It could sometimes get confusing, like
how much to spend, where to place the ads, how
often, what message to send, and to who etc.
However,
let’s take a quick look at the following media planning process campaign conception outlined
below;
Coordination: Once the strategy is set, the next step is to
contact the media outlets in order to study their offerings and coordinate the
various available options.
Negotiation: You will need to negotiate what space or spots
you will receive, along with trying to secure the best available pricing for
each buy.
Artwork: Once the vendor negotiation is complete, you
will then need to generate artwork of varying sizes and formats for the
different campaign activations.
Production: The artwork forms must be coordinated into
production of varying creative on different substrates for the various media
formats.
Operations coordination: The artwork must then be supplied to the media
vendors in a clear and concise manner with specific posting instructions to
ensure on-time posting and to avoid any confusion. Digital advertising is
generally easier to see through to completion, while outdoor advertising
campaigns can be more complex as they involve tighter deadlines and specific
operations and installation teams.
Proofs of posting: Waiting for your proofs of posting can be
frustrating because they are generally delayed several weeks following a
campaign's start date.
Remediation of any
errors: If the media
postings that you requested are not correctly done, you will need to fight for
some sort of resolution with your vendors.
As the list above
shows, media buying can be a long and complex process for most businesses to
handle on their own, which is why businesses of all sizes can greatly benefit
from working with a professional media buying agency to save time, money, and undue
stress.
If you are thinking
of advertising in Nigeria, please contact PoiseMedia Communications at www.poisemedianigeria.com or check our contact at the bottom of this blog. We can help you
identify your market and reach them. We apply both BTL and ATL strategies to
project our clients’ brands to the right audience. We can do same for you at
very affordable price.
Lilian Izuorah
Business Development Officer
PoiseMedia Communications Ltd
