There is always a temptation to stand out from the competition and attract the audience's attention with fresh creative ideas. However, not all potential clients can adequately respond to your non-standard message. It is much more reliable to use messages that are understandable to the majority. In extreme cases, you can use an unusual technique as part of an advertising message.
Analysis of competitors' activities
It is not necessary to make mistakes if you have the opportunity to study the experience of other companies. Look at what channels and promotion formats are used by your closest competitors, what can be borrowed, and what methods of communication should be abandoned as ineffective.
Testing advertising products
It is very difficult to hit the papua new guinea email list bull's eye the first time when developing banners, layouts, slogans. Remember that your target audience consists of many people with different perceptions of the surrounding reality. Look for text, image, and design options that will resonate with as many potential buyers as possible.
Using accurate data
A media plan will be an effective tool only if it is based on reliable information. There is no place for fantasies and unfounded assumptions, only clear forecasts based on completed market analyses, target audiences, competitors' activities and the results of previous advertising campaigns.
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Media plan structure
Depending on the specifics of the product, the scale of the business, the goals of the advertising campaign, the budget volume, the media plan includes various structural components. In each specific case, it includes the data necessary to solve current problems. Do not overload the media plan with unnecessary information. It is important to select metrics that will really simplify the achievement of the set goals due to the clarity of the information presented in the table.
There are several components that are part of the structure of any media plan:
Timing of advertising events
There is no need to specify exact dates, it is enough to determine what activities will take place each week of the month. This allows you to competently alternate different formats of product promotion and track the continuity of the advertising process. At the beginning of a new week, it is advisable to summarize the results of the past week, note mistakes and take measures to correct them.
Information on formats and platforms for placing advertising products
Since several offline and online channels are used simultaneously to promote a product or service, the media plan includes columns that reflect all the platforms involved.
Such information helps to create and deliver ready-made layouts for online publications, banners for outdoor advertising, flyers and booklets for distribution to customers in a timely manner. A clear display of all platforms and formats in the media plan simplifies forecasting and analysis of marketing activities: it is clear which channel is most effective in a particular case.
Contextual, targeted, outdoor, media advertising, media publications, SMM, email and SMS mailings are displayed in separate columns.
The level of detail presented in the table depends on the goals of the marketing campaign, the scale of the business, the specifics of the product and other factors.
Budget
Information about the financial resources allocated for product promotion is another mandatory component of the media plan for an advertising campaign.