Summary Management

TOPIC 6 – MEDIA PLANNING
COMMUNICATION CHANNELS




= POE model

PAID MEDIA

= the communication channels that your company pays for to get visibility

- Ads in press, magazines, …
- OOH
- Commercial on radio, tv, ..
- Ads online and social media
- Paid influencers
- Native advertising
- Sponsorship
- Product Placement
- ...

OWNED MEDIA

= the channels of your own company. Target group: mainly clients that already know
your company.

E.g. your own

 Website
 Blog
 social media pages: FB, IG, Youtube, …
 newsletters
 Apps…

EARNED MEDIA

= the exposure that you get about your company, product or service without paying for
it.

= ‘Free publicity’

, Organizations get free publicity, free attention from bloggers, journalists, influencers,
social media users... because the organization can sometimes offer relevant content for
the blog post/newspaper article/Instagram post of the blogger/journalist...

 Articles in newspaper, magazine
 Blogpost
 Social media post/stories
 Mouth-to-mouth, reviewsites
 Comments and shares

INTEGRATED MEDIA MIX (IMC)




WHAT IS MEDIA PLANNING
= select the right media based on the target group, objectives and the media
characteristics.

= technical process in which different elements of media objectives are calculated and
compared:

- Reach
- Selectivity
- Weight
- Frequency
- Continuity
- Cost

Creative agency is responsible for the creative part
media agency is responsible for the media part
 tension between two

A mediaplan of a media agency contains:

- Target audience
- Media channel
- Media vehicles
- Performances: reach, frequency, weight
- Budget