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Media Buying and Planning Explained

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Media Buying and Planning Explained

Facebook, Twitter, Instagram, Pinterest, LinkedIn, the list goes on and on of the different digital media channels out there, and these are just the social ones.

As media continues to grow, it can be hard to keep up. A busy brand doesn’t have the time for that. Understandable.

Wouldn’t it be nice to have someone to help you create a media VP R&D Email Lists strategy and then another person to implement that strategy for the best price?

That’s exactly what a media planner and media buyer does. Here, we will walk through the basics.

First off, let’s compare media planning vs. media buying.

What Is Media Planning?

Media planners are the people figuring out which media platform to use for a new campaign. To make the most effective decision, they will complete research to figure out how to achieve what the client wants. A media planner will soon understand the client’s brand identity to figure out what their unique selling point is

They will then set a budget, outline objectives and goals for the campaign, and choose more than one platform if necessary. A media planner will have certain skill sets to get the job done, such as:

  • Attention to detail
  • Negotiation skills
  • Commercial awareness
  • Understanding of numeracy and data analysis
  • Confidence
  • Organizational skills
  • Thought leadership
  • Interpersonal and communication skills

The process of media planning includes these four steps:

VP R&D Email Lists

Internal Market Research

Conducting internal market research involves learning everything possible about the client. A media planner will soon understand the client’s brand identity to figure out what their unique selling point is. Planner will soon understand the client’s brand identity to figure out what their unique selling point is

External Market Research

External market research is about looking at what the competitors in the same industry are doing. A media planner will explore how a brand is currently creating ads and how it compares to the competition.

They’ll also take a look at the intended audience and what attracts them. This will help them decide on what media outlets to use.

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