Reference: Papí-Gálvez, Natalia and Orbea-Mira, Jesús (2014), “El plan de medios publicitario”. In. Papí-Gálvez, Natalia (coord.). Claves en la Planificación de ...
MOOC Unit 2 http://publicidadonline.uaedf.ua.es/course
The Advertising Media Plan Speaker: Natalia Papí Gálvez Reference: Papí-Gálvez, Natalia and Orbea-Mira, Jesús (2014), “El plan de medios publicitario”. In Papí-Gálvez, Natalia (coord.). Claves en la Planificación de la Publicidad Online: Fundamentos, Herramientas y Retos. Madrid: AIMC, pp. 22-36.
This video describes some basic ideas on the advertising media plan. Many of them can be found in the Guides to Advertising Planning widely used in classrooms, as well as in the book published by AIMC, referred to earlier and available free of charge on the Association website. ADVERTISING MEDIA PLANNING Advertising media planning is part of advertising planning, which is part of the company's strategic planning process. It is therefore a specific but important field within Advertising. This means that, when planning an advertising campaign, there is a clear hierarchy that mainly affects objectives. In other words, media planning should respond to the purposes of the advertising, which should be coherent with the advertiser's aims. One possible definition for media planning is that it consists of "a set of decisions on the advertising media to be used in a campaign that leads to success in terms of its media". Concentrating on media planning, this should seek to: Get the message across to the target group... ... in the way and the number of times needed to contribute to the advertising objectives... ... within the limits of a budget. In order to execute this task, in addition to having sufficient knowledge of the concepts and techniques normally used in planning, the planner must, above all, be familiar with the 1
media, its structure, features, possibilities, in terms of their value as the planner's raw material. HOW IS IT DONE? The diagram provided by González and Carrero in their Media Planning Guide can help us to understand the general process. The outline is one that can be applied to other fields. So, there is always a background study, which enables us to ascertain the current situation and be able to come up with objectives based on reality. After this initial analysis, objectives are defined and decisions need to be made about the strategy to follow. After this step, the actions (or tactics) to be put in place should be described in detail. Lastly, the proposed plan should be evaluated before the advertising campaign is launched and also subsequently, to see whether the objectives have been achieved. The information provided by the evaluation is useful, not only for assessing the action carried out but also for taking decisions on future actions. This is why the process is shown as a circular one. A simplified diagram of the media planning working process is shown below. The diagram identifies at least four stages which, as you can see, are connected with the circular diagram displayed: information stage, selection stage, decision stage and action plus evaluation stage. Firstly, this process is followed when using mainly offline media. This type of planning has been called solid planning, to use Daniel Solana's analogy. It traces a more linear and less flexible path. Here we need to emphasise that the objectives need to be well formulated, according to the SMART acronym. This is also true of choosing the appropriate target audience, as this depends basically on information made available by audience studies, like those provided by AIMC, Kantar Media and comScore. In fact, this need for data in order to be able to plan illustrates the close relationship between research done by advertising media and the planning of these same media. Online media present a subtly different set of circumstances, being more flexible and more complex. Planning becomes more fluid and needs more knowledge of audiences as consumers of these media. And although it has always been necessary to select key information for measuring objectives, the fact that you have a wealth of data provided by electronic measuring means that this action becomes even more significant. In this scenario, strategy also takes on a greater importance. Currently the POES schematic, that is, paying media, own media, earned media and shared media make a good startingpoint for understanding the overall communication strategy before getting to the media mix. In fact, the operative part, meaning the selection of media formats and decisions on which tactics to use, is becoming increasing simplified due to formulas like programmatic buying. As a result, the order of the content in the guide “Claves en la Planificación de la Publicidad Online: Fundamentos, Herramientas y Retos” (key issues in planning online advertising: 2
foundations, tools and challenges), on which this course is based, has been followed as far as possible. The first seven topics refer to the stages described above. This course is based mainly on those chapters. Plus, there is a selection of information from chapters 8 and 11. We hope it is useful.
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