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More on media planning
Typical components of any media plan are:
• Newspaper Ads
• Flyers
• Handbills and coupons
• Magazine advertising
• Radio
• Television
• E-marketing activity
• Planned promotional events
• Special promotional activity
Examine all of the media options in your market. Ask yourself, do your customers read that particular newspaper or listen to that particular radio station? If most of your business comes from B2B activity, that is business-to-business sales, then a newspaper specifically directed at other businesses is likely a good choice for your advertising.
Once you have decided on the best media options in your market, prepare a calendar of media activity for at least a 12-month period. It is helpful to use a grid with columns for types of media across the top and a row for each month of the year down the side. When you have completed the media plan grid you will have a ‘picture’ of your complete media plan and be able to see how one event or activity supports or interacts with the next media activity to create synergy between the activities in your Media Plan. Now, decide which activities are essential and which activities are desirable, but are not core events.
Now, you’re ready to prepare a budget for your Media Plan. Your media representatives can be very helpful with advice on pricing and placing your advertising. If your total budget is a shock, your Media Plan will make it easier to ‘cut back’ on your media activity selectively. You can then maintain the continuity of your plan, without affecting your 'core’ media events.
Preparing a Media Plan is part of good business planning. Prepare a Media Plan for your business. Your advertising will have more impact in your market, reach more customers, help to build your business and save you money.
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Contributor's Note
CorNu Enterprises at http://www.cornubused.com produces practical business educational products.They are organized in bite sized chunks so busy people can absorb the information and apply the ideas immediately.Products may be downloaded.
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