Campaign Planner (BBC Media Planning) | Jobs and careers with BBCJournal of Targeting, Measurement and Analysis for Marketing. Effective frequency, a cornerstone of media planning, says how many times consumers should be exposed to advertising in order for advertising to be the most effective. Beside the basic level, marketing, media and creative copy factors influence the final determination of effective frequency level. Such factors, defined by Ostrow in , were not revised for more than 29 years and still are used in media planning textbooks. This exploratory study examines how local media professionals make their decisions about frequency levels for advertising campaigns. With scarcer funds, more aggressive competition, greater choice of media alternatives and almost perfect accountability of Internet advertising, the need to advertise in traditional media with the maximum effectiveness has become greater.
What is MEDIA PLANNING? What does MEDIA PLANNING mean? MEDIA PLANNING meaning & explanation
Digital Media Planning: The Beginner’s Guide
Request demo. Connected is how advertising should be. Connecting with customers is difficult. With thousands of different interests, passions and personalities, finding the right approach for each one is a tall order. And if your audience insights are based on fragmented inventory and channels, you're wasting media spend trying to guess what they want. To effectively click with customers, you need to connect the dots internally. When you unite data, marketing and advertising, campaigns move beyond one-off exposures to lasting experiences.
By combining online and TV we can reach larger audiences more effectively. High demand means pre-roll and mid-roll ads are a seller's market so we must consider all formats in order to achieve the best return on investment ROI. TV is still a very effective advertising tool. The power of video to tell stories and evoke emotions is unparalleled by any other push-media channel. Television sells and advertisers see the effect. So it was no surprise that the TV-advertising market was less affected by the recession and recovered faster than many other channels, notably print.
Covering everything from TV and Radio airtime to iPlayer and BBC Homepage promotional activity, the department provides insight into how to effectively target the right audiences to achieve the desired marketing objectives. We work closely with creative and brand marketing teams and advise on all uses of inventory across the BBC portfolio as well as liaising with external media buying agencies. Utilising all available audience data, the Campaign Planner will execute the detailed planning of integrated marketing campaigns across all BBC inventory and services. You will be responsible for creating audience focused campaign plans by applying the principles of media planning, marketing and advertising strategy. You will also demonstrate an awareness and understanding of audience behaviours and convert campaign strategy into clear campaign plans for the Operations team.
Media planning is generally outsourced to entail sourcing and selecting optimal media platforms for a client's brand or product to use. The job of media planning is to determine the best combination of media to achieve the objectives. Choosing which media or type of advertising to use can be challenging for small firms with limited budgets and know-how. Large-market television and newspapers are often too expensive for a company that services only a small area although local newspapers can be used. Magazines, unless local, usually cover too much territory to be cost-efficient for a small firm, although some national publications offer regional or city editions. Since the advent of social media, small firms with limited budgets may benefit from using social media advertising as it is cost effective, easy to manage, accurate and offers great ROI.
The traditional approach involved targeting audiences based solely on demographics, and making a limited range of media placement decisions. In its place is a landscape where both the opportunities and challenges for the digital planner are far greater. The typical marketer now juggles a number of different tools and vendors to buy digital media. This increase in technology has led to a number of challenges that keep marketers and planners in the dark when it comes to effectively managing their digital strategy. Throughout the briefing, planning and activation stages, effective communications management starts with a deeper understanding of your audience and their consumption habits. To uncover the best approaches, we rounded up insights from agency media planners and marketers across sectors offering their two cents on where to begin.