Media planning

Media planning


Media planning is generally the task of a media agency and entails finding the most appropriate media platforms for a client's brand or product. The job of media planning involves several areas of expertise that the media planner uses to determine what the best combination of media is to achieve the given marketing campaign objectives.

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

  1. How many of the audience can I reach through different media?
  2. On which media (and ad vehicles) should I place ads?
  3. Which frequency should I select?
  4. How much money should be spent in each medium?

In answering these questions the media planner then comes to an optimum media plan that enables him or her to deliver on the client's objectives.

Search media and marketing audit tools

  • Alexa Site Audit. It is the latest addition to the toolbox. This tool produced a very thorough report, and one of the prettiest. Many of the reports included suggestions for keywords – such as the title tags and internal linking.
  • Matrix Search Media Planner. It tells you where to point your online marketing dollars. With calculations and intelligent analysis based on AI and data mining, Matrix generates budget allocation recommendations that lead to the best positioning results for your website.
  • SEOmoz Tool. It has become a powerhouse in the SEO tools sector in recent years. The most recent tool releases include the Campaign Based Web-App and Open Site Explorer, although they have many, many other tools – some of which are available with a free site membership, and some that require a Pro subscription.
  • WebSite Auditor. It is part of the SEO Power Suite group of tools, although one can download or purchase just the auditor tool if you wish. The other tools include a rank tracker, competitive intelligence, and link manager.
  • Website Grader, from Hubspot, takes a bit of a different approach to the site audit, in looking at a site from a marketing point of view rather than a technical one. Grader is actually a suite of tools for measuring a website, Twitter account, Facebook page, blogging efforts and more.
  • Web CEO – SEO Software by Web CEO (website optimization, submission and promotion software). SEO Software Web CEO includes 12 SEO tools in one SEO suite.
  • gShift Labs - Web Presence Optimizer – SEO Software for marketers. Provides business intelligence to marketers about their entire web presence (site, blogs, social media, press releases). Consolidates, tracks manages, measures and reports on organic search campaigns.

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Look at other dictionaries:

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  • planning — plan‧ning [ˈplænɪŋ] noun [uncountable] when you think carefully about something you want to do in the future, and decide exactly how you will do it: • If you want to ensure a trouble free retirement, it s never too early to start financial… …   Financial and business terms

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