MEDIA PLANNING & BUYING: WHAT CHANGES REMAINS THE SAME

We have been planning and buying media for many years, now, and the construct that “…everything has changed…” due to the internet, mobile, social media and the fall of network TV versus cable, strikes me as being mostly invalid.

I believe that the basic concepts of media planning and negotiations have changed very little from the very beginnings. Smart planners and buyers have always operated on the premise that the most successful campaigns are based on a few generic concepts:

  • Know your product or service as well as you can
  • Know your target audience
  • Build frequency of exposure
  • Maximize reach
  • Devise that plan to be frugal with the budget
  • Follow up with post analysis
  • DO “YOUR HOMEWORK”

The “New” media landscape while building on new vehicles of delivery are still contained within these seven or so basic rules of the game. We change the nomenclature (Pay-per-View/Sale is now pay-per-click), but the concepts remain the same.

The rush to embrace social media as a be all, end all has proved to be shortsighted – 80% of those using Facebook and Twitter do not read or respond to the ads on those sites.

There are no magic bullets.

Moreover, more than ever, the sensitive elements of quality of product, truthfulness of message and listening to the consumer are as valid today as when there were only Newspapers, Magazines, Radio and three TV networks.

We can change the name but the song remains the same.

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