Tenets of Media Management With the proper approach, planning and implementing media strategies can be a creative process the yields high returns. All too often media advertising decisions are based on the analysis an manipulation of numbers alone. Effective and intelligent media plans are the product of sound research and thorough investigation, applied with intelligence and logic. While numbers are a big part of the planning process, they should not be used as the sole rationale for selecting one medium over another, or one media vehicle rather than another. At Vector Media, we advocate a planning approach that uses media numbers to analyze alternatives, provide direction and eventually help make a decision. We do not, however, allow the numbers to become the rationale – rather they are the guideline. Media planning is a creative process, and should be viewed as such. Our approach to media planning and management is guided by a number of simple yet important tenets. Be Involved in the Total Marketing Picture A media plan is an extension of the marketing plan and should therefore reflect the marketing objectives and creative strategy. Media plans that do not consider the overall marketing issues and challenges, or specific advertising and creative influences, are plans that leave unexplored all options for differentiation and competitive advantage. Effective media planning and buying cannot exist in a vacuum. Be Effective First, then Efficient Effectiveness, and not necessarily efficiency, should be the key criterion that guides the planning process. Media planning should go beyond the numbers, creating media strategies that deliver more effective advertising. Basing decisions on a ten-cent difference in cost-per-thousand leaves many other elements of effective media strategies ignored. Be Creative Creativity is not the exclusive domain of copywriters and art directors. The willingness to think laterally while developing and negotiating media campaigns often hatches the most creative of advertising programs, taking media (and creative) strategies beyond the usual. A good media planner strives to deliver the greatest ROI for every media dollar spent, while exploring the creative uses of media that can often provide a level of impact and effectiveness that transcends normal cost efficiencies. Be Conversant In All Types of Media An exploding media market place demands that media planners be specialists in all forms of media. Opportunities abound for creativity, originality and impact in both traditional and new media. Evaluate All Reasonable Alternatives The over whelming selection of media alternatives can make the evaluation process arduous and time consuming. The reward, however, is an effective and sound media strategy that will bear results. Media decisions made in haste to satisfy a deadline can prove, in the long run, to be ineffective and a waste of money. Be a Money Manager The media spend often represents the lion’s share of an advertiser’s budget, and it is an investment for which you seek the best possible ROI. Strive to make every media dollar work as hard as ten – explore new and creative ways to heighten the impact and delivery of every media strategy and tactic. Maintain What You’ve Built Media maintenance is as important as building. As market conditions change or competitors shift gears, media strategies may not perform as anticipated. Allow for mid-course corrections, upgrades and enhancements that will improve on an original strategy. Integrate a monitoring and evaluation process that will capture and correct discrepancies in performance as they happen. Conduct post-buy analyses on all media campaigns, evaluating the overall performance of the campaign against your estimates. This will help identify opportunities for consideration in future campaigns. Stay Informed Media can be an element of the promotional mix that is often rife with confusing jargon, concepts and terminology. An important part of media management is ensuring that all those involved in, or affected by, the media process know what is happening at all times. Media reports and information should be packaged in a way that is relevant to the user, and should include information about specific campaigns, and insight into a greater advertising and media context. Treat Media Suppliers As Allies Media salespeople can often provide valuable insight into a niche market or industry. Treat them as your allies – they are warehouses of relevant information that can influence the media decisions you make. In doing so, ensure that media salespeople understand your objectives and the specific needs of the program before you begin – it makes for heightened effectiveness and creative thinking.