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MEDIA PLANNING IN DIRECT MARKETING

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Şeyma Üçkardeş

on 21 December 2014

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Transcript of MEDIA PLANNING IN DIRECT MARKETING

Media planning is generally the task of a media agency and entails finding media platforms for a client's brand or product to use. The job of media planning is to determine the best combination of media to achieve the marketing campaign objectives.

-WHAT IS MEDIA PLANNING?


In the process of planning, the media planner needs to answer questions such as:

How many of the audience can be reached through the various media?

On which media (and ad vehicles) should the ads be placed?

How frequent should the ads be placed?

How much money should be spent in each medium?

There are some major direct marketing media which needs to be considered by marketers, includes direct mailing,social media,telephone, magazines, newspapers and television.We’re going to look closer only direct mailing.
Types of Direct Marketing Mediums to be Considered in Media Planning



In conventional media planning there are three basic stages to follow:

Identifying the media through which the message will be transmitted,

Identifying the best alternatives from media with similar characteristics,

Identifying transmission schedules and media combinations,

Identifying recipients and contact details,

Database segmentation.

STAGES OF MEDIA PLANNING
:
MEDIA PLANNING IN DIRECT MARKETING
MEDIA ATTRIBUTION

Attribution allows marketers to better understanding upstream user-actions and it provides to make digital spends more effective.Media attribution is the first step to reach successful cross channel optimization of media spend.


There are some specific steps that marketers should use in attribution:


MEDIA CONSUMPTION:
Tracking the consumer media consumption ensures marketers to develop media allocation more efficient.With emerging new media technologies,it’s time to focus on media consumption data.With learning media consumption of costumers,marketers can learn what media forms costumers are using,in what combination and with what frequency.And predictive media investment models for future allocations can be developed.
Media planning is the most crucial part of establishing relationship with target public.With the right media choice,company can maximize the benefit from media channels,also can reach its objectives at the right time and in the right form.
1.Centralized Management of Online Media Channels

2.Start Tracking Touches Prior to Each Conversion

Last Interaction
Last Non-Direct Click
Last AdWords Click
Linear
First Interaction
Time Decay

3. Review the Placements

-DIRECT MAILING

Direct mail can be targeted to a specific geographic area based on zip codes or other geographic factors.

Direct mail is the most easily tested advertising medium. Every factor in successful direct marketing—the right offer, the right person, the right format, and the right timing—can be tested in direct mail.

Different packages containing different offers can be tested. Other media allow some degree of testing, but direct mail is the most sophisticated.

Direct mail is considered to offer the most cost-effective way of achieving the highest possible response.

THANK YOU
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