You have been assigned the task of purchasing media for your client’s advertising campaign. In a two to four-page paper, discuss the steps you would use in determining how you would select a media venue. Describe each of the five W’s for your media planning. Describe the three most important rules of media buying and why they apply to your client.
The Five W’s
1) Who: Who, here refers to my target audience of the media venture. The target audience, as per my client business is the kids who buy the toys that it makes to sell. The purchase decision is not made by the kids themselves. However, kids are an important part of the decision making the process of the purchase as they influence it. Since the kid is the influence and decider of the decision of which toy, he or she needs or likes, our target marketing would be focused on them. The parents are the ones who make the ultimate purchase on the request of the kids. Therefore, we will consider them as well in the media plan as the target audience.
2) When: It refers to the time which is most suitable for the advertisement to be broadcasted (Wigglesworth, 2014). Toys are sold throughout the year; however, there are certain occasions in which the sale of the toys is more noticeable. The holiday seasons are thus the perfect time to execute the media plan.
3) Why: This refers to the reason because of which the target market would make the purchase. This reason is the focal point which will be advertised in the campaign attracting the potential customers making them aware that we have the solution to their requirement (Soberman, 2006). The reason behind the buying of toys is that children love to play with them. Toys are required to make the time for kids full of healthy activities and with safe toys.
4) What: This refers to the message which is needed to be communicated through the media plan. It includes the message which we would like to communicate as the seller of the toys with the potential buyers to make them aware of the attributes, specialty, or the requirement that our product fulfills. For this, we will advertise the special features of the toys.
5) Where: This refers to the resource allocation process. There are plenty of mediums through which advertisements can be communicated to the target audience. However, choosing the most appropriate medium, regarding access to the target market, budget, and the nature of the target market is crucial. It includes print, electronic, and online mediums.
For selecting the best venue for the media plan a suitable and appropriate mix of the advertising media for the toy company is needed to be devised. It will depend on the target market, location, and ease of access.
The Three Rules
For effective media buying, there are three rules which are needed to be considered. This includes;
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- Rig
- HT Fit
- Measurable
- Cost-Effectiveness
- SS/Selecting the suitable venues, making access to the target market more effectively regarding reach and cost.
The five W’s discussed provide us with the insight to have an extensive media plan. These can help in the designing and scheduling of the ads (Schultz, Block, & Viswanathan, 2016). Having the most accurate information on the five W’s will translate into a more effective and targeted media plan. The more effective the frequency and reach of the media plan are used, the more effective its results would be making the sales go higher as well. The media plan should be conveying the right message to the right market. It should also be measurable in the sense that its impact could be measured. Moreover, the consideration of the cost-effectiveness and exposure of the venue will provide the information on which venues are more suitable and which are not. The more exposure a medium provides at the lowest cost, the more beneficial it is to the company. Thus, considering these rules, an effective media plan for the toy company is devised.
References
Schultz, D. E., Block, M. P., & Viswanathan, V. (2016). Consumer-driven media planning and buying. Journal of Marketing Communications, 1(1), 1-18.
Soberman, D. (2006). The complexity of media. Journal of Brand Management, 12(6), 420-429.
Wigglesworth, P. (2014). Public Relations: An easy, step-by-step guide to creating a small business public relations and media plan. Experiential Pte Ltd.
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