Integrated Marketing
Module 5 Advertising Planning – Media
The Advertising Plan is made up of the Creative Brief, which you learned about in the previous module, and the Media Plan. This module focuses on the development and implementation of the Media Plan.
Media planning is a complex task. Consumer media habits are changing, mainly due to technology. According to the 2020 Canadian Media Usage Trends (), audiences watch less “linear” television and more streaming, with a noticeable increase in Smart TVs as a facilitating device (Devlin et al., 2020). The CMUST also noted that the same pattern is being repeated with digital audio and smart speakers (Devlin, et al., 2020). The ever-increasing mobility of consumers and their need to stay connected on the go is another factor influencing media choices (Devlin et al., 2020). Most trends are even more pronounced in younger generations, with the result that it is harder than ever to reach people with an advertising message.
The primary goal of a media planner is to reach the target audience efficiently. Efficiency refers to “gaining maximum exposure at minimum cost.” The direction a media plan takes must align with the rest of the marketing communications plan.
Content
Learning Outcomes
By the end of this module, you should be able to:
• describe the steps involved in media planning and buying,
• identify the components of a media plan,
• develop media objectives and strategies,
• describe the various factors that influence media strategy decisions,
• recognize the function and structure of a blocking chart and budget control chart, and
• outline the characteristics, strengths, and weaknesses of mass media advertising alternatives.
