It has benchmarks, but planning will not reach completion in eighteen months or in five years. The last step of the strategic planning process is that of evaluating and refining everything from direction to releasing resources. Copyright association of southeast asian nations asean 2016. Media strategy decisions on how the media objectives can be attained. Discuss steps in media planning within the introduction to media studies forums, part of the bmm paradise for bachelors in mass media forum category. Media planning changes and challenges key points outline the basic media concepts used.
Strategic media planning case study challenge client was seeing significant sales fluctuations throughout the month and needed assistance to identify the root cause of the sales fluctuations. Framework of media planning framework of media planning. Given that approximately ninety percent of advertising dollars are spent in media, a sound understanding of media planning is essential for the researcher and professional media planner alike. How to write a strategic plan shorenstein center on media. A strategic communications plan will help you develop better media plans, too. A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext. Many a time a specific programs or sections within a medium may be termed as a vehicle. If you continue browsing the site, you agree to the use of cookies on this website. So a discovery would be the vehicle in the category of tv. Title for previous page next title for next page september 15, 2006. Framework of media planning o marketing plan marking objectivesstrategy strat com objectives and strategy media objecitsstrategy mediaengagement plan most o identify the objective what you want to do discover what media most effectively communicates this, and approach target from multiple angles target analsysi, pmn to know how to do. Media planning a series of decisions involving the delivery of messages to audiences. The media plan is created by the media planner from information about the market and prospective customers.
Strategies are an integral part of the strategic management. Quicker than ever, the web can help a company determine if its new products or services will be a success versus a flop. A message delivery system 2 media planning 3 the changing face of media planning 4 the changing role of media planners 8 classes of media 10 general procedures in media planning 15 principles for selecting media vehicles 19. We would like to show you a description here but the site wont allow us. List and provide links to social media communication channels for your company i. Media planning is generally outsourced to entail sourcing and selecting optimal media platforms for a clients brand or product to use. A company trying to establish its product or service in todays market now has the benefit of the web as an efficient. Is there organizational readiness for strategic planning. The community planning model is more grass roots, bottomup, consensus building.
Planning helps assure that a business remains relevant and responsive to the needs of its customers, and contributes to stability and growth. What are some of the primary advertising objectives. This is because, at the mba level, it is not sufficient to know about the subject it is necessary to be able to apply ideas in order to carry out strategic analysis of real problems. Concepts of media planning and strategy 126 127 time time is the easiest to deal with and refers to the proposed duration of the campaign, or the period over which the media objectives of the campaign will be realised. Conference paper pdf available march 2014 with 96,231 reads. Within the departments and offices, it means aligning a division, section, unit or team to a higherlevel strategy. A strategic plan is essentially used to outline a firms goals, objectives and mission statements to set the premises objectives.
Asean strategic plan for information and media 20162025. Framework of media planning framework of media planning o. The discipline draws from earlier thinking and texts on strategy dating back thousands of years. About me adjunct lecturer at hks two decades experience in the nonprofit and philanthropic sector, designing and leading large global and national initiatives and organizations board experience on boards and advisory boards. The first step of the strategic planning process is to clearly articulate our direction. Provide staff bios, including links to social media profiles. Association planning is not the same as the planning for universities or businesses or government agencies. Strategic planning is one of the most challenging and exciting exercises an organization can undertake. Common strategic planning definitions sample onepage plan onepage plan template access to 80 sample strategic plans strategic planning. Media terminology media planning a series of decisions involving the delivery of messages to audiences. Need to evaluate media spend to optimize while maintaining or improving roi goals strategically reallocate marketing dollars without harmfully impacting. Strategic planning strategic planning toolkit by janet shapiro email. It can be general, sweeping and vague, but at least it tells you that you the strategic planning process 1. And a welldeveloped media plan is important because the media is the primary.
Th e practice has become widespread for many reasons, but the chief one is the evidence that strategic planning typically works, and often works extremely well. Pdf media neutral planning a strategic perspective. Frequency the number of times the receiver is exposed to. The business model is more often tailored for a hierarchical organization with topdown control, although this has softened in the dotcom era. How do the terms used to describe advertising help the marketing team design effective campaigns. Chap10 media planning and strategy linkedin slideshare. The difference between tactical and strategic media planning. Chapter 10 media planning and strategy chapter 10 media. Concepts of media planning and strategy the nuts n bolts of media planningthe nuts n bolts of media planning chapter 4. Development swot matrix for strategic planning in media.
It covers planning to do strategic planning, covering the background issues that need to inform. The job of media planning is to determine the best combination of media to achieve the objectives. Media planning and buying chapter 11 chapter outline i. Evaluating the distance between theory and practice introduction this research is focused on media and campaign planning a specialist subset within marketing communications based around the selection of communication platforms used to transfer the organisations marketing messaging to their desired audience. Strategic planning model in choosing the strategic planning model, two main things need to be considered. The difference between tactical and strategic media planning 10012008 media planning is a combination of art and science and whether you know it or not, it has been changing over the last. Media the various categories of delivery systems, including broadcast and print media. Nov 04, 2008 media terminology media planning a series of decisions involving the delivery of messages to audiences. The art of matching media to the advertisers marketing needs 1 media. Framework of media planning o marketing plan marking objectivesstrategy strat com objectives and strategy media objecitsstrategy mediaengagement plan most o identify the objective what you want to do discover what media most effectively communicates this, and approach target from multiple angles target analsysi, pmn to know how to. Longrange planning normally exceeds three years and often emphasizes five to seven year planning models.
The difference between tactical and strategic media planning 10012008 media planning is a combination of art and science and whether you know it. How we measure reads a read is counted each time someone views a publication summary such as the title, abstract, and list of. Crafting the media strategy should follow the steps of strategic planning as outlined in campaign planning and campaign strategy. Strategic planning allows an organization to make fundamental decisions or choices by taking a longrange view of what it hopes to accomplish and how it will do so. The communications plan pyramid on the next page out lines six questions you must answer before you even begin to implement your media tac tics.
By planning a longterm strategy for your efforts, you will be positioned to be more proactive and strategic, rather than consistently reacting to the existing environment. What is your social media strategic planning process. Media planning is the process of designing a course of action that shows how advertising space and time will be used to contribute to the achievement of the marketing and advertising objectives. Sep 15, 2006 a company trying to establish its product or service in todays market now has the benefit of the web as an efficient marketing tool.
Instead, he used one presented in an unpublished paper by harvard colleague kenneth r. In the process of planning, the media planner needs to answer questions such as. The components of direction are purpose, values, mission and vision. Strategic planning defined strategic planning is a process of looking into the future and identifying trends and issues against which to align organizational priorities of the department or office. The strategic management discipline originated in the 1950s and 1960s. A deliberate media strategy is needed to identify and effectively use appropriate media. What elements and individuals are involved in media planning. Media overview and planning buying page 2 course content learning outcomes you should have a thorough understanding of several media planning fundamentals 1. At amberton university, strategic planning is a process that has no end. What are the advantages and disadvantages associated with each of the traditional.
It provides a basis for monitoring progress and for results. About me adjunct lecturer at hks two decades experience in the nonprofit and philanthropic sector, designing and leading large global and national initiatives and organizations. Given that approximately ninety percent of advertising dollars are spent in media, a sound understanding of media planning is. These strategic plan templates, developed in word and excel and pdf file formats, helps all planners. It is not possible to do a thorough strategic planning process in fewer than three days. How will the board and key staff be oriented to the process. Annual statements that are specific, measurable, attainable, realistic and time bound smart. Pdf strategic management and strategic planning process. Second planning workshop after the planning workshop information has been gathered into a workbook, another workshop should be planned. Goals to be attained by the media strategy and program. Remember that strategic planning is a dynamic process that continually takes into account new information from our. The communityplanning model is more grass roots, bottomup, consensus building. Strategic planning edinburgh business school v using the course package it is widely accepted that strategic planning is extremely difficult to teach effectively. Media planning consists of formulating a media strategy to deliver the creative so as to best meet the brands advertising objectives, and then implementing that strategy in an accurate and costeffective manner.
This chapter is organized according to the steps listed in table 5. The function and methods employed by advertising agency media departments 3. Media planning changes and challenges key points outline the basic media concepts used by planners and buyers. Although it does not indicate how you achieve your objectives, strategic planning samples indicate your long term and shortterm objectives. Strategic planning tenstep guide the importance of planning planning is a critical component of good business and good management of business. Among the numerous early contributors, the most influential were peter drucker, philip selznick, alfred chandler, igor ansoff, and bruce henderson. A media plan provides a strategic roadmap for media. All are available online, in msword and pdf format at. Media objectives goals to be attained by the media strategy and program. In addition, we also define a number of key media planning terms and briefly discuss some media data sources. Strategic media planning pdf this course is intended to be a survey of the media planning discipline of. The purpose of a strategic communications plan is to integrate all the organizations programs, public education and advocacy efforts. Development swot matrix for strategic planning in media organizations ali akbar farhangi prof. With this strategic communication plan, the chamber will successfully execute communication and marketing efforts, which support the current strategic plan, as well as evaluate the effectiveness of those efforts.
Learn vocabulary, terms, and more with flashcards, games, and other study tools. Anthony, author of planning and control systems 1965, one of the books that laid the foundation for strategic planning, didnt give his own definition of strategy. Reach the actual number of individual audience members reached at least once by the vehicle. Update the look and functionality of our website, adding a direct. Specifies which mediums and vehicles are best to communicate to the target audience. The changing media landscape everchanging luon thay d i media landscape. The first is whether you want the association unit to plan as a notforprofit, or as a profit organization. This plan has been developed to ensure consistent themes, messaging, tones and organization in all communication and marketing. Frank martinelli the center for public skills training 2936 n. A community plan might also identify potential roles for an organization to fill in the community. Although this book provides a novel and advanced approach to media planning, the basics are covered as well, making the book suitable for trainees. Basic words in media planning media vehicle it is a specific carrier within a media category. Shortterm planning covers a period from six months to three years.
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