The Media Puzzle
Contemplating a media buy in your near future? Planning and buying media can be a challenge similar to putting together a jigsaw puzzle.
Make sure you understand specific mediums and their audiences, and make your message media specific. Define your expectations: Do you want to establish your brand, introduce a new service, or motivate customers to look at your Web site? Whatever your goals, communicate your expectations with your media representative. They will help you refine your message to reach your goals.
Most importantly, be clear about your media budget. Know what you are willing to spend for specific results. Quantify a return on your investment (ROI). What are you willing to spend for a new lead or a new view to your Web site – $5, $10? Track results and compare them with your original budget.
An efficient media plan can be established by utilizing these components, however if the message in the marketing plan is not compelling, no amount of money or media can save the advertising campaign. The advertising message must be persuasive and specific to an audience for you to succeed in any media arena.
