“The words are heard & retained either on repetitions or if they are loud”

For people to know You and talk about Your workings & deliverables, you need to ensure that you are heard. Noise about your workings & echos of your stories have become an important part of a brand journey. Brands have to ensure that they are seen, heard and distinguished in these cluttered environment.

The change in the ecosystem is calling for newer measures and initiatives to tackle the upcoming demands of the evolving business environment. Thus the two most important measure of brand story propagation are Media Planning and Media Buying.

Creating a good content is as important as disseminating the same. It is in rarity that a content gets organically populated, more-so in the current era the probability of a content reaching to a wider audience is limited if it is branded. Thus it becomes as important a deliverable for a marketer as important the creation and curation of a content is.

Media Planning is the first step of a successful media ad campaign. A planning exercise is all about identifying the most appropriate vehicle for brand awareness. Thus it is imperative to follow the below basic steps;

• Understand the Objective of the campaign
• Determine the Goal
• Define Scope
• Understanding duration of the campaign
• Review the trend in the industry
• Understanding the customer motivations and habits
• Understanding the requirements of business
• Putting a budget together

Media Buying on the other hand is all about negotiating, strategizing and purchasing of ad placement otherwise known as “INVENTORY”. Establishing & maintaining contacts with media owners. Proof reading the content and evaluating the effectiveness.

A buyer manages the initial purchases and are responsible for making efforts to optimise the performance throughout the campaign. Understanding and documenting the expectation with the impact on Sales, Engagement, Brand Awareness & Impact of Trials / New Users.

A media planner can structure the campaign only when the objective is clearly defined drilled down to the micro level of understanding. Thus the thumb rule to ensure that the words are spread out as planned;

1. Define the Goal
2. Define Budget
3. Define Success Matrix

Prepare the Channel Mix and Optimize the content to suit the channel.

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