Media planing and buying

timer Asked: Dec 15th, 2018
account_balance_wallet $35

Question description

The purpose of this assignment is to let you critically analyze ideas and concepts discussed in the class.

Media planing and buying
Media planing and buying

Tutor Answer

School: University of Virginia

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Media planning and buying
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Media planning and buying
When purchasing a media for a client, one should address some of the most critical
factors and concepts that arise in the process. When selecting the best press to purchase for
advertising purposes, one should look at the potential costs and benefits of the venue. For
instance, when choosing TV, one should look at the viewership and ratings that come from the
total number of viewers who offer their feedback. This paper looks at the basics of buying media
to support a Saudi Arabian based firm named Saudi Perfume and Cosmetics Co that seeks to
undertake its respective product promotion tasks through advertising campaigns. Therefore, this
paper will address the initial tasks that the firm may need to look at before selecting the ultimate
media to purchase. The first assessment processes will involve media panning which essentially
will revolve around gathering and documenting relevant information about the available media
platforms and their merits as well as demerits from costs and effectiveness perspectives.
Throughout the course, the content provided information about the initial media planning tasks
which involves addressing the 5 Ws that in the end can help the underlying firm to reach out to
the target consumers effectively and promptly.
There exist numerous media platforms that the firm in this context can use to pass its
intended messages. The selection of the best media must come from the analysis of the various
options available, the target population and the nature of items to be advertised. The firm, in this
case, intends to promote beauty products to the community that falls between the age of 16 and
45 years. Saudi Perfume and Cosmetics Co. Ltd will need to analyze the various options such as
the magazines, televisions, the newspapers, and the internet platforms to come up with the best
choice to use in the advertisement processes. The past text offered in class shows that these



media options have their advantages and disadvantages. Also, the level of effectiveness of these
options varies from one platform to the other.
The media planning process involves one responding to five basic questions. The
responses to these questions however simple go a long way in informing the advertisers on the
best media to select and use in the processes (Baron & Sissors, 2010). The ‘who?’ question seeks
to gather information about the target population and also the basic description of the firm. The
‘what?’ question seeks to document information about the products that the firm intends to
advertise or promote through the respective media platforms. The ‘when?’ question identifies
and documents information about the timing of the advertisements. The ‘where?’ question seeks
to assist the advertiser to select the ultimate location or place for placing the advertisements and
hence products. Finally, the ‘why’ question seeks to document the possible motivation behind
the entire process (Ogden & Ogden 2014).
The primary aim of the corporate advertising tasks and activities, in this case, involves
informing and reminding the target customers of the existence and effectiveness of the respective
beauty products offered such as Cachet, Prophecy, Fresho, Jardin, and Rembrandt among others.
Saudi Perfume and Cosmetics Co. Ltd stands out as a well-established firm in Saudi Arabia that
deals with the sale of beauty products. Saudi Perfume and Cosmetics Co. Ltd intends to deliver
beauty products to the population in the region thus answering the question ‘what?’ The primary
reason behind the advertisement for the products comes from the fact that as an already existing
firm, the company needs to create a good image in the market to counter the existing
competition. The firm will deliver the advertisements throughout the year for the first 12 months
of operations. The advertisements will run on a daily basis based on the selected media. Saudi
Perfume and Cosmetics Co. Ltd will offer advertisements on multiple media platforms to



increase the overall levels of coverage. For instance, the firm will target social media and
television platforms as the ultimate media avenues to use. Other men will include the use of the
internet and magazines. The selection of these means c...

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Good stuff. Would use again.

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