You've researched your target, planned your communications strategy and produced the advertising, but how do you make sure people see it? This is the challenge of media planning: reaching your target market in the most direct and cost-effective way possible. The media you use to communicate with consumers has a major influence on the development of the advertising, affecting the tone of the communications as well as the look and feel of the design. For this reason, media choices need to be made early in the planning cycle to make sure you get the most for your money!

The best way to manage media purchases is with a comprehensive media plan, designed to support the objectives of your campaign. The plan will identify your target, set goals and allocate your budget to the media most appropriate to your situation. It's a road map to help you deliver your message to the desired target audience, and measure your results.

Define your target
Every media plan must start with a complete understanding of your target market. Go beyond demographic data (age, gender, income level) to find out how your target thinks and acts. Psychographic factors are often the best indicators for this type of information. They differ from demographics in that they try to address the behavioural characteristics that identify segments such as lifestyle, likes and dislikes and buying habits. Psychographic data can be obtained through media research on a proprietary basis, and through a limited number of media partners.

Weigh your options
The media you select will deliver different reach and frequency values, so the key is to make choices that help you realize your goals while respecting your budget. Reach is the unduplicated exposure potential of an audience to your message; frequency is the average number of times the audience will see your message. Your objectives for reach and frequency will depend on the goals of your campaign and the size of your target audience.

So what are your options? They range from traditional – print, out-of-home, TV, radio, signage – to a vast array of emerging Web and alternative media. The traditional options vary greatly in cost and their ability to reach targeted segments. Using media in an original way and avoiding regular patterns can help your advertising break through the clutter. Media specialists can help by matching media to your objectives and budget.

With each year, the popularity of Web marketing grows; it now encompasses a variety of options. Banner ads can be effective in raising awareness and driving traffic to your site, but lately advertisers are finding success reaching audiences by creating original content that is only available through specifically designed Web sites, then promoting these sites through viral e-mail or word-of-mouth campaigns.

Measure your results
One key to ensuring you get the most out of your media and advertising investment is by measuring your performance. Your media plan should start by stating the desired outcome for your campaign. Are you trying to induce trial? Change perceptions? Raise awareness? Boost traffic to a Web site? When your advertising appears, try to measure the success of your media selections in accomplishing your goals. This information can be used for future campaigns to determine the best areas in which to allocate media funds.

Media should never be an afterthought; it is an essential part of the overall strategic marketing plan. After all, what good is a brilliant campaign if it doesn't reach your audience? A thorough media plan gives consideration to your target market, how much money you have to spend and how well your choices accomplish your objectives, and will go a long way towards providing a return on your marketing investments.