It is important to convey messages that fit the dynamics of the transmitters!

Media planning occupies a very important place in the communication strategies of institutions and brands. Experts point out the importance of sending messages in accordance with the characteristics and dynamics of the channels. According to experts, media planning determines the media tools that can reach the target audience in the most accurate, fast and affordable way.

Üsküdar University Faculty of Communications Head of the Department of Public Relations and Publicity Assoc. Dr Özge Uğurlu has made a review on the issue of media planning, which occupies a very important place in the public relations sector.

Media planning has an important place in communication strategies.

associate Dr Özge Uğurlu stated that media planning occupies a very important place in the communication strategies of companies and brands and said: “The transmission of messages in accordance with the characteristics and dynamics of the channels allows the target audience to determine the likelihood and frequency of encounters with the relevant message. Each medium has a number of distinguishing features that can be distinguished from the others.” said.

It is important to determine the most accurate and fastest tools in media planning.

associate Dr Özge Uğurlu said: “Conventional (traditional) channels such as television, newspaper and radio may be preferred to determine this, and digital platforms are seen as the most widely used medium. In recent years, consumer oversaturation, new TV content viewing options and technological advancements have led to the need to explore different ways for products and brands to meet their consumers, he said.

The target of the ad and the right audience must be determined

associate Dr Özge Uğurlu said the issues to be considered before the implementation of media planning can be listed as follows:

“- The purpose of the ad,

– Analysis of the target audience and their media usage habits,

– Message strategy and suitability for the medium,

– The content to be used (visual, moving image, effects, etc.) and creative strategies,

– Competitive Analysis,

– Budget, flow chart.”

Pay attention to the seasonal characteristic of the product!

Note that it is possible to add different titles to these titles, depending on the nature of the product and the size of the communication campaign, Assoc. Dr Özge Uğurlu said: “Elements such as product seasonality, alternative channels and the flexibility to cancel plans are also factors to consider when creating media strategies.” said.

The goal in media planning is to ensure that the message reaches the target audience in the right way.

Noting that the goal of media planning can be defined as conveying the message to the target audience with the right strategy and the most appropriate tool for this strategy, Assoc. Dr Özge Uğurlu said: “The important questions to be asked in the media planning process can be summed up as ‘Who are we trying to reach, what are our communication goals, how are we trying to expose our consumers to the message’. he said.

Emphasizing the importance of the media planning practitioner in ensuring that the message reaches the intended audience, with the data obtained from the Internet and measurements from television, radio and print media, Assoc. Dr. Özge Uğurlu said: “Of course these are not the only ones. It is also important to answer questions such as which day, which time interval for audiovisual media, which page and which format for print media. When planning the media, factors such as the number of consumers to be reached, how many times per month the consumer should see the ad, date and time intervals, and which market to target. said.

When planning media, the number of viewers and the share of viewers should be taken into account.

Drawing attention to some concepts that are especially taken into account in media planning, Assoc. Dr Özge Uğurlu, “Attraction Rate (Rating), Viewing Share (Share), Total Viewing Rate (TVR), Coverage (Covarege), Reach, Gross Viewing Rate (GRPs), Frequency, Chance to See (OTS), Average TV Watch Time ( Concepts like One Thousand Person Access Cost (CPT), One Rating Monitoring Cost (CPP), Expenditure Share (SOS), and Shoutout Share (SOV) are important at the stage of evaluating the campaign effectiveness of the communications implemented -efforts.” said.

Head of Public Relations and Publicity Assoc. Dr Özge Uğurlu said that while media planning is sometimes carried out by the advertising agencies themselves, sometimes it is only carried out by the agencies specifically dealing with this issue of media planning.

Source: (BHA) – Beyaz News Agency