#media planning

[reflectionmdc730]

What are the biggest barriers to successful media planning from an advertiser’s point of view? How does this affect the consumer. 

Naturally when we think about media planning our thoughts immediately look towards the consumer. The AIDA – Awareness, Interest, Desire and Action model allows us to strategise with the customer journey in mind. Hanlon (2023) states that as marketers we both consciously and subconsciously apply this model to our strategies as we are all consumers. 

These theoretical elements can help media planners understand the basics. We need to hit the right people (target audience) in the right place (geographic location/advertising medium) at the right time (are consumers in the market for conversion/has the advert been seen at the right time). Without this we effectively disengage a consumer and can push them towards other well-known brands. Sharp (2010a) tells us that as consumers we have a filter on brands and advertising. Essentially a brand must be noticed and considered for successful conversion. 

Whilst the model helps us to strategise it also provides us with clarity on some key-factors that could put a barrier in place for successful media planning:

Target audience and their behaviours

The unpredictability of buyer behaviours is increasing. Sharp (2010b) shows us that our target audiences are busier than ever and there are a rising number of brands that are constantly competing for their attention. He compels this notion further stating that our consumers ‘Satisfice’ when purchasing rather than optimising. Essentially meaning that we go for the brands that we know, when we are under pressure.

Thus, leading us onto the notion that we as marketers need to understand the consumer. Who are they, where they are, what gains their attention and keeps it driving them to purchase from a specific brand. Ultimately, how do we as a brand make the product speak to the consumer and change with their behaviours.

Some key steps for marketers to take:

Collection of 1st & 2nd party data – Barron (2022) Helps to show us that by utilising data i.e. CRM data, Consumer touch points, demographic information etc. or working with a trusted partner. Help to create tailored ads, assist leads and remove sales friction, assisting the consumer to conversion.

Once you know your customer, Ensure the customer journey is right for your audience. If a customer engages at the initial advert, Sharp (2010) shows us that the advert has pushed through the cluttered advertising world. We must then ensure that there are no hiccups in the purchasing arena.

Consumers are constantly battling with who to purchase from. With growing busy lives, if a media planner doesn’t understand a consumer’s behaviour the consumer can completely disengage from the brand and product.

Integration of new platforms

Keeping relevant on social media and keeping up with new/changing social media platforms causes holes in marketing strategies and could lead to brands missing or not hitting the mark with their target audience. 

Barnhart (2024) shows us that 49% of marketers have reported that identifying new trends and responding to them is their biggest challenge and looking at this challenge globally draws barriers in understanding what platforms your global audience is on/have they migrated to a new platform. Using inbuilt analytical tools can help media planners to understand if their target audience is engaging and how to best position themselves. 

Consumers see hundreds of adverts a day through cross-channel platforms, as a consumer it’s easy to become blind to adverts, particularly if they do not resonate. Planners need to be aware of this impact and how integrating on the wrong platform is a waste of resource but also misses the customer and therefore does not convert the sale.

Budgets

With growing commercial uncertainty, marketing and media budgets are consistently being stripped back. Essentially business want media planners to deliver the same KPI’s and Ad-performance for less budget. However, this is not necessarily possible. 

Brands are focusing on shorter term benefits and not looking at the longer-term resonation – with a focus on small quick interest peaks. Those who remain visible across multi-channel platforms typically deliver superior shareholder return as stated by Inskip (2021), He further shows us that brands who focus on budget and investment, reap the rewards of ROI as they stay more relevant and in the forefront of the minds of their consumers. 

Ratajczak (2024) furthers this statement showing that it costs a brand more long-term by trying to regain their consumers through mindshare. Therefore, if a brand cuts budget for short-term gain it disengages customers through lack of market share and essentially, they need to be reconverted. 

References:

Barnhart, B. (2024) What to do when faced with these 10 social media marketing challenges, Sprout Social. Available at: https://sproutsocial.com/insights/social-media-challenges/ (Accessed: 05 July 2024). 

Barron, S.B. (2022) A basic definition of first party, Second Party, & Third Party Data, HubSpot Blog. Available at: https://blog.hubspot.com/service/first-party-data (Accessed: 05 July 2024). 

Carmicheal, K. (2022) Target audience: How to find yours [+ 5 campaign examples], HubSpot Blog. Available at: https://blog.hubspot.com/marketing/target-audience#how-to-find-audience (Accessed: 05 July 2024). 

Inskip, M. (2021) Don’t stop me now: Why brands should continue to make their voice heard, WARC. Available at: https://www.warc.com/newsandopinion/opinion/dont-stop-me-now-why-brands-should-continue-to-make-their-voice-heard/en-gb/4044 (Accessed: 05 July 2024). 

Hanlon, A. (2023) The AIDA model, [Online Blog] available at: https://www.smartinsights.com/traffic-building-strategy/offer-and-message-development/aida-model/ [accessed 5/7/2023]

Ratajczak, D. et al. (2024) Don’t cut your brand-marketing budget. rethink it., BCG Global. Available at: https://www.bcg.com/publications/2023/rethink-brand-marketing-budget (Accessed: 05 July 2024). 

Sharp, B. (2010a) ‘Mental and physical availability – a brands market-based assets’, in How brands grow: What Marketers dont know. Melbourne: Oxford university press, pp. 197.

Sharp, B. (2010b) ‘How consumers cope’, in How brands grow: What Marketers dont know. Melbourne: Oxford university press, pp. 185. Wood, O. et al. (2019) Lemon.: How the Advertising Brain Turned Sour. London, England: IPA (Institute of Practitioners in Advertising). 

[magicalworld0000]

" Your brand should be the passport to a journey of discovery. "

[sachinsingh2011]

Optimizing Reach: The Power of Cutting-Edge Media Planning Tools

Discover the power of media planning tools in optimizing advertising strategies, engaging audiences effectively, and driving business growth in the digital age. READ MORE!

[talentos]

Hot Wheels & Mini GT; The amazing marketing & advertising of these miniatures

[piyu67]

https://www.oriel.in/

[bowelfly]

gone fishin'

[adguy]

Report: Most CTV Ads Miss The Frequency 'Sweet Spot' 

[biggest-gaudiest-patronuses]

got a worm nibbling my brain. can someone help me find a piece of obscure media?

webcomic/indie comic from the 2010s. basically a sci-fi short story about a young girl (with red hair?) who was being raised by scientists as part of an experiment. she receives a haircut/has her head shaved, in preparation for her annual brain scan/testing. it is revealed that while her body is human, her "brain" is artificial, made of computer implants throughout her skull and spine. at some point her biological mother (also a scientist on the same campus?) encounters her and is repulsed, viewing her as a machine who has murdered her daughter.

it was very poignant and it bruised my heart and i can NOT find it anywhere

[inutiliacapra]

worm and salmon woodburning :))) 🪱

eerrrm .. finally woodburning this piece... that i had sitting in my closet for 2 years... also uhhhmmm *dies* i almost died when i didnt take my meds for the last 3 days never fucking do that it was HORRIBLE but im glad to be back on them things feel better

[starry-bi-sky]

Unpleasant Revelations - DPxDC Ficlet Idea for the Stillborn Au

"Have you met my youngest, Damian, Mr. Masters?"

Its only from twenty years of long, hard experience and practice that Vlad doesn't increase the room temperature from 'borderline uncomfortably cool' to 'unbearably hot' the moment Bruce Wayne pulls his youngest and "only" biological son out in front of him.

He puts only in quotations because twelve year old Damian Wayne looks scarily, uncannily like one Daniel Brown. Jack and Maddie's foster son, second victim of their foolishness, and only other halfa in existence. Second only to him.

It's nauseating how similar they look. From the scowl and terrible glare on the young boy's face, to his brown skin -- which was only a few shades lighter than Daniel's, the shape of his nose, and even the strange winged edge of his eyebrow. Something that Vlad has long since come to find endearing on the child he considered a son of his own. The only difference was that Damian had dark, sharp green eyes.

Daniel's eyes were blue. The same glacier shade as his father's, who stood behind Damian with a proud, oafish smile on his visage.

It was infuriating how similar they look. Vlad might not have rapidly swung the room temperature from one extreme to the other, but he can't stop himself from letting the fury burning within his core from slipping out and raising the temperature up a few degrees.

Because it really only meant one thing.

Damian Wayne and Daniel Brown were related.

Damian Wayne and Daniel Brown were brothers.

Standing in front of him, it was clear as day. He can already picture a phantom image of Daniel standing beside Damian, the same scowl written on his face, the same glare carved into his eyes. The only difference being the dark, exhausted circles beneath them that seemed to be permanently painted onto his skin. The only thing missing being the permanent loneliness and vigilance permeating his being like a scar.

This, if revealed, would be enough to ruin Bruce Wayne's reputation. Or, at the very least, darken it quite a bit. The great philanthropist Bruce Wayne with another secret blood child? One related to his youngest? One that had been put into foster care? Seemingly thrown away?

It would be a firestorm.

One that Vlad is not keen on starting.

It would ruin Bruce Wayne's reputation, yes. But it would hurt Daniel in the process -- the harassment he would face alone might just be enough to break that fragile child completely. That was just not something he could allow. Or, even worse, bring him into his biological father's care and custody -- something Vlad was even less willing to allow.

It's not out of kindness to Wayne that Vlad will keep mum about this.

His grip on his champagne flute tightens, just a bit. He's still aware enough of the world around him to not let it shatter in his hands. His plastered, pleasant smile tightens around the corners, and he forces his focus to slide from Damian to Wayne.

"The resemblance is uncanny, Mister Wayne." He says, slanting his smile to the side slyly. Although he's not talking about the resemblance between Wayne and his son. Rage simmers beneath his skin, burning coal and embers in the core of his chest, nestled between his lungs, as he meets the man's eyes.

Wayne swaggles his head proudly, his ditzy smile widening as he squeezes his son's shoulder affectionately. Bastard, Vlad wants to spit.

He breathes in through his nose, and exhales out through his mouth. The champagne in his hand cools, and stops its unusual bubbling.

The Damian boy scoffs under his breath, his mouth still coiled upward into a scowl. With the revelation of his blood relation to Daniel evident, Vlad's not sure if he should find it endearing or not.

He is not Daniel, so he decides that it's just simply irritating. He decides to ignore it.

"And you said he was your only biological son?" He asks, voice lilting and head tilting. He knows its a suspicious question at worst, insulting at best. But considering Wayne's past proclivities, he can hardly call it an unexpected question.

Damian puffs in great offense, face twisting angrily. It reminds him of Daniel when Vlad insisted that he was wrong about something or other, and for a moment his heart swells, fond.

But this is not his child, and so the feeling quickly crashes and burns, simmering back into rage. This was not Daniel -- this was his replacement. A replacement that Wayne was free to keep.

Wayne chuckles, idiotically, as if he'd said some funny joke. Vlad's other hand, the one gripping his cane -- something he's required ever since he was dispatched from the hospital all those lonely years ago -- tightens instead. He grinds his teeth -- him and Jack Fenton would get along like a house on fire, he hates it.

"I can understand why you'd ask that, Mister Masters," Wayne says, squeezing Damian's shoulder again, "but yes, Damian is my only biological son. Although that doesn't mean I don't love my other children any less."

Bastard.

For all his posturing and flouncing about caring for his city and his children, Vlad never would have thought the Prince of Gotham capable of abandoning one of them.

But, well.

They all have their dark secrets.

And what one man throws away, another man picks up. If Bruce Wayne didn't want the treasure child that was Daniel Brown, then Vlad Masters was more than happy to take him instead.

"I see."

[favroitecrime]

Palestinian freedom fighters breaking out of Gaza and reclaiming their occupied territories. They’ve taken over israeli tanks and have chased out the settlers that were on that land. They’ve launched rockets everywhere and the iron dome has failed to intercept. This is about to mark a momentous event in history.

From the river to the sea, Palestine will be free.

[flameraven]

"Constellation: Serpens" Prints available at my shop

[fatal-blow]

one thing i havent seen anyone talk about yet in dungeon meshi is how sometimes the party just fucking. forgets important info. and usually it bites them in the ass but it feels so natural and human. like yeah my ass would probably forget what namari said about senshi's pot too. and then whatever plans the party makes are always built on half-remembered info, autism sauce, luck, and a solid chunk of actual dungeoneering expertise at its core

it's actually what really makes me wonder sometimes if dunmeshi was based on an actual dnd campaign, because the goofy fuck ups just SCREAM "pack of dipshits playing dnd together and NO ONE is taking down notes"

and then ryoko ties it all together into a unique sequence of events that never perfectly resembles A) whatever the reader thinks they might do or B) whatever the party had planned in the first place and turns it and its just augh. its so good!! i wanna see what these freaks think of next!!! what fucked up shit are you guys gonna do to get out of this one!!

[hijinxinprogress]

YJ is not allowed on social media

Most capes have like an official hero social bc people just leave comments like ‘captain colds out again no class?? 👀’ instead of flagging down a hero or getting the police to get the nearest hero so most crimes are discovered through viral videos

And yj decides that they need to be on social media so they make ig and tiktok accounts which somehow led to them running a smear campaign against Lex while he was running for president

it’s mostly videos of Cassie in a superman onesie flying around pretending to save damsel in distress!Kon while Bart in an ill fitting bald cap is sitting behind a desk clearly made of cardboard as he mutters about how he’ll show everyone the truth and petting a picture of a cat with drawn on angry eyebrows then the video cuts to Bart way too close to the camera saying ‘A vote for Lex Luthor is a vote against happiness’ then the video ends with Cassie in the same superman onesie with a lightning bolt taped to the front of it claiming ‘this message was endorsed by captain marvel’ [a week later captain marvel makes a posts responding to the video in a captain marvel onesie reaffirming Cassie’s claim]