MEDIA PLANNING

The media plan takes the big picture into account and ensures logistical needs are met.  It provides relevant information and takes into account many variables, including:

• The target audience's lifestyle and demographic characteristics.
• Geographic/regional requirements.  Coverage must be balanced to recognize market priorities while ensuring budgets are spent in markets where the most benefit will be received.
• Accounting for seasonality and purchase cycles.
• Consideration to the nature of the advertising messages and their content.
• Managing media budgets.
• Planning whether the campaigns will emphasize reach or frequency and to what degree each will be emphasized.
• Develop tactics that support communications, marketing, advertising and media objectives.
• Use the appropriate secondary research and client input to come to final recommendations.

Mediactive approaches media planning from a strategic perspective and employs a unique perspective in terms of the depth of variables we examine and analyze.