Role as an Advertising Media Planner - Report Example

Role as an advertising media planner al Affiliation Executive Summary In the 21st Century, companies are beginning to outsource most of the in-house work to smaller Media companies. The outsourced company organizes campaigns on behalf of the company. Media planning entails findings media platforms for product use. Media planning determines the best combination for media to achieve different objectives. The media planning company determines the target audience, the type of media to be used, the frequency applied, and the money to be used. The incoming report will specify my role as a freelance media planner that is how I outsource work, plan and execute the project. The report contains two key sections that are, preparation section and the implementation section. Preparation: Understanding the Client business I will work closely with the client and the media planners in order to understand the their in house operations. My position will have a good understanding of the client expectations and objectives. In this case, our organizational objectives should collaborate with the clients’ objectives. To achieve these goals, I will develop the ultimate media objectives. This helps to determines exactly what the client will end up with, by utilizing certain advertising strategies. In action, I will recommend the media to the client then give the information to a media intermediate to negotiate the rates. As well, I will be required to orient, scrutinize and keep the client’s budget. Likewise, I will also analyze the results of specific advertising campaigns and report this to the department head, the account executive, as well to the client. Given that I have majored on social media, I will be required to orient multiple online campaigns before taking them to the offline. Hence, I will have to convince the client that a social media strategy is appealing and cost inquisitive. Liaising with the creative agency team Given that digital market has created a new generation of media bright young things who offer clients with media solutions (Leeflang, 2014, p. 12), I plan to use digital media predominantly in the business strategy. I, therefore, plan to work with the creative agency team, in order to develop media and campaign strategies. The creative team will comprise of three unique individuals, a writer, a designer and a programmer. I will discuss the client’s package with the team, write and design as well as work and rework on the problem until a lasting solution is realized. I also plan to incorporate the intelligence on the account. The account planner will gather the necessary information to ensure that the client problem is properly handled. By collecting the data and market intelligence, it will be possible to engage an advertising campaign that is properly rooted in the industry. The threesome team will make the campaign come live since their roles correspond with each. Depending upon the briefing the accounts executive has received from the client and the mutually agreed objectives, I will prepare the media budget, carry out the segmentation of audiences and decide the target audience. As well, I budget for time, design and cost constraints that work properly for the client. If proper plans agree, I will purchase the space and time in order to maximize on the campaign. As well, I will create new offices for the creative director and the media director. The creative director is responsible for the artwork of the agency and the clients, as well as responsible for media planning and buying activities of the agencies. Making Decisions Given that, media planner begins working as soon as the marketing strategy is in hand, the plans should guide the media decision that follow. The first item to be decided is the media objectives. The objectives are the goals that a media planner believes that are most important in helping attain marketing objectives. Goals, in this case, include determination which target should be accomplished and how it should be accomplished. As well, there is a need to determine how many targets needs to be reached, and where the advertisement should be concentrated. Together with the creative team, I plan to explore a range of media strategies, which might include elements that I need to, work on immediately. I will be required to take the campaign briefing from the client and build the business strategy by liaising with the creative team, the client, and the consumers. I will as well identify the target audience; I will identify the best media for advertising a particular product or service. I will as well set the advertising budget and oversee implementation costs. Likewise, I will liaise with the media sales staff and arrange for the advertisement to been and heard by the highest possible of the target audience at the lowest possible price. To ensure that the management plan works, I will engage a proactive media strategy. Huang (2011, p. 14) believes that media strategy is a series selected possible alternatives that are best achievable. The media strategies should cover these decisions to ensure that they are properly scheduled. After the strategy is determined, I plan to implement responsive decisions. The decision, in this case, includes determining a team, specifying the working area, which include licenses and permits as well, scheduling a time and gathering resources. Undertaking research I being the planner, I will be required to come up with specific data on the nature of the market. I, therefore, plan to use quantitative research where I will formulate statistical information, which involves the measurement of quantifiable amounts. Quantitative research entails collecting data, the results of which are statistics that are assigned particular attributes or values as variables. Hence, in developing a new product, quantitative research will be undertaken to measure the size of the population that would be interested in the new item. I plan to engage a Facebook led campaign, where participants will be required to play games. I will take that opportunity to enroll my questionnaire. Given that quantitative research involves large sample of respondents (Miles, 2014, p. 119), I plan select these respondents and analyze the feedback obtained from them as I undertake the project using scientific methods that I have designed and provided quantified results. In the Facebook tool, I plan to use both closed-ended questions and opened questions. Closed-ended questions will be computed directed using the tool, where I will get on only feedback answers. On the other hand, I will carry out an in-depth analysis of opened ended questions. Identifying target audiences Based on the information generated from the Facebook tool, I plan to determine the performance of the target audience by analyzing their characteristics. Giovanni (2011, p. 120) defines the target audience as the group of people at whom advertisement are aimed. Hence, identifying and analyzing the target audience are critical processes, where yielded information will help to determine the other steps in developing the campaign. As well, the target audience might include everyone in the firm’s target market. Bonnemaizon (2015, p. 50) argues that the marketers may; however, direct a campaign at only a portion of the target market. Hence, I will analyze the advertising targets to establish an information base for a campaign. Information commonly needed includes location and geographic distribution of the target group, as well as the distribution of demographic factors, for example, age, income, race, gender and education. Given that the exact kinds of information an organization finds useful will depend on the product and level of competition, I plan to use statistics from the target audience to orient an effective advertising campaign. I will, therefore, define the advertising objectives, which I will later issue copies to the action team. The next step will be to determine what the firm hopes to accomplish with the campaign since advertising will be guiding the campaign development, I will define the objectives carefully. As well, I will be required to determine the advertising appropriation. That is the total amount of resources that will be used in the campaign. After that, I will identify the target company by listing all potential consumers. As well, I will segment the audience, by splitting them up into different groups of consumers. I will later determine who will benefit from the product or service. That is the target audience though I will not exclude other potential consumers from the marketing and focus on the marketing campaign of the group. Later, I will analyze the demographic information, through running a check on commerce website or local census bureau. Likewise, I will analyze demographic information for the business (Jain, 2006, p. 107). Thirdly, I will describe the target market psycho-graphically. Psychographic information will tell me about the audience beliefs, values, emotions, and attitudes. Psychographic information will be generated from survey information. Presenting Proposal After doing the background work, I will conduct face-to-face briefings. At this point, I will meet with each firm on the shortened list to obtained detailed information. I will describe the objectives of the advertisement campaign. Likewise, I will request proposal after the briefings, where I will communicate the schedule, costs, and fees of the advertisement strategy. Based on the nature of the negotiation, I will move to the next step, decision making on whether to corporate with these clients. I will compare the facts and review the details of what each firm targets with its campaign. As well, I will engage a contract, where I will shortlist service to be provided, schedule the marketing campaign, orient fees, payment arrangement and expenses. Through the contract, I will orient a communication channel between the client, his consultant, and me. Implementation: Appropriate media campaign Once the appropriate type of media to use has been developed, I will orient the schedule and time spans to be applied. Appropriate media requires effective spans and locations where goals of the marketing strategy will be developed. I will commence with by initiating a powerful social media campaign, where goals will be specified appropriately. After that, I will use website and print media to support the social media campaign. I will further engage an effective locality of time. According to Milbank (2013: 247), the interactivity and digital aspects have changed the marketing channel providing new opportunities for marketers and business managers. For instance, in the response to the emergence of these new media many businesses today are using some types of these new media to reach their specific market segments, engaging their customers largely than traditional media have. I have as well, come to realize that new media offers greater opportunities for marketers and possibilities of business success, which also raises immense challenges. Working with Colleagues As well, I will work with colleagues and units based in-house. In the wider goal of appreciating the clients’ organs, I will ensure that these departments are much aware of the campaign strategy. As a strategy, top officials of these departments will be required to participate in the initiative. My office will, therefore, write the letter requesting their commitments on the same. As well, my office will organize a meeting to specify the timetable for the campaign. In summary, although my office tackles the greater part of the campaign, there is a subsequent need to ensure that the client face are met. Creating Contact Lists Likewise, I will create and maintain good contacts with media owners. I will create a list my immediate partners, which I subcontract at very levels. I will also inform my prospective clients of the companies I am working with, their abilities, history and quality. For managerial purposes, I will pass a contract letter to ensure that professionalization is achieved. The contract will include specific details on what should be done, the response team and date of doing it. That is a time management schedule. Client Relationships Equally important, I will engage client relationship by building respect trust and judgments. The goal is to ensure that the client is properly served at all time. In building respect as well as trust, I will be updating my clients through emails and other forms of communication about the progress of each campaign. This way, clients will respect my judgments. Editing the content I will also assume the role of editing content before they are realized online, or offline. Once the creative team forwards the content on my desk, I will be examining whether the content has social economic or political conflicts. I will also share a copy of my findings and my final copy with my client/s head of Public Relations, or his representatives. If approved, I will communicate with my team on goals of implementing it. Maintaining detailed records; As well, I create a small ERP system. Through the ERP system, I will shortlist my clients, my partners, my team members, and my projects. I will, therefore, engage a communication strategy, where critical information is conveyed. I will proceed to create logs, where each member will have a login account. I will integrate the ERP system on the company website, where it will be operating online. The ERP system will have the following components campaign results, timing, scheduling, creating new projects, deactivating closed projects, requesting new projects, billing customers, and managing teams and partners. Furthermore, there will be modules supporting these components. There will also be a mobile app for the ERP project. I will, therefore, work closely with the programmer to outsource the most reliable system in the market. Effectiveness of the Campaign Using the ERP system, I will evaluate the effectiveness of campaigns. The graphical elements on the ERP will provide analysis on how to orient future campaigns. I will henceforth use the information that my ERP has with time generated in order to strategize for future campaigns. The effectiveness of the campaigns is generating more and more information so that I can have a wide database on changes of the market. Bibliography Bonnemaizon, A., Cova, B., & Louyot, M. (2015). Relationship Marketing in 2015:. European Management Journal, 50-59. Giovanni, P. (2011). Quality improvement vs. advertising support: Which strategy works better for a manufacturer? European Journal of Operational Research, 119-130. Huang, L. (2011). Social Media as a New Play in a Marketing Channel Strategy: Evidence from Taiwan Travel Agencies Blogs. Asia Pacific Journal of Tourism Research, 1-20. Jain, S., & Kaur, G. (2006). Role of Socio-Demographics in Segmenting and Profiling Green Consumers. Journal of International Consumer Marketing, 107-146. Leeflang, P., Verhoef, P., Dahlström, P., & Freundt, T. (2014). Challenges and solutions for marketing in a digital era. European Management Journal, 1-12. Milbank, S. (2013). Marginal gains and innovating in digital marketing — A study on implementing best practice. Journal of Direct, Data and Digital Marketing Practice, 249-256. Milles, P. (2014). A Quantitative Investigation of the Efficiency of Instruction in High School Physics. The Journal of Educational Research, 119-127. Ryan, D., & Jones, C. (2012). Understanding digital marketing: Marketing strategies for engaging the digital generation (2nd ed.). Philadelphia, PA: Kogan Page. Read More