Media Planning

The next step in the development of the marketing campaign is the creation and implementation of the media plan, which will serve as a clear and concise roadmap that will drive the media buy. Media planning is the process by which a product’s prime profiles are matched with various media outlets which in combination will deliver the most effective advertising message channel to engage the consumer.  We begin the planning process by analyzing our media research findings and consumer profiles. These actionable learning’s uncover all the links between the brand, the consumer and the media, thus providing a concise snapshot of the target and secondary markets. Next we connect the dots between media consumption and consumer purchasing.
 
Through our suite of proprietary software applications and syndicated multi-media measurement tools, Inside Media merges traditional ratings services and the industries leading qualitative and quantitative behavioral research methodologies, with the newest and most cutting edge media planning model which is based on audience media consumption rather than media and marketer message distribution.   In todays fragmented media marketplace, in which consumers are increasingly multi-tasking with multiple media forms, how consumers come to access media is more relevant for media planning than the current media distribution methodology which only measures one specific media at a time, thus ignoring media multi-taskers.  Our model is based on the amount of time individual consumers spend with each media form and the combinations of those media accessed by day-part.  

The following four key elements comprise our media consumption model:

	Ø	The amount of time each person spent with each media form by day-part.
	Ø	The amount of simultaneous media usage (multi-tasking) that occurred.
	Ø	The various media combinations attended to, which allowed the identification of “foreground” and “background” media development.
	Ø	The impact of the synergy or media interactions at the consumer level, to enhance or decrease consumer response to the media exposures.

Building on that model, we assess and measure the following four consumer-based media clusters:

	Ø	The amount of time spent with the various media forms
	Ø	The reported occurrences with simultaneous media-usage
	Ø	Whether the consumer primarily gets or gives advice on product purchases
	Ø	The speed of delivery or the timeliness of the media source, i.e., the Internet is considered fast, the newspaper slow

The final phase in our planning methodology is to develop clusters of purchasing activities and connect them to consumer leisure-time activities and strategically integrate  these compositions with precise media consumption modules utilizing Nielsen, Arbitron and Nielsen NetRatings measurement systems.