Media selection, budget allocation, timing, regionality, timelengths/space sizes, relative cost-efficiencies - how these and other factors are dealt with can make or break a campaign.
The best media plans achieve an optimal level of net coverage of the target audience at an effective level of 'opportunities
to see' the campaign, whilst affording full creative scope. We use cost-efficency and coverage models to help decide on optimum schedule selections. Where available, analysis of previous campaigns can also be a key media planning input.
Working with clients and
creatives, Fox Media seeks to determine the most appropriate media mix for
achieving agreed objectives in terms of ad. weight, awareness, response levels, etc.
We can offer advice on using classical budgeting techniques: media inflation-based, case rate, task-based, share-of-voice, model-based, etc.
We relate target market profiles to media costs to assist clients in budget-setting. Such cost:value analysis will often involve the cross-analysis of factors such as regionality, seasonality and competitive activity, ensuring that costs are minimised and budget is allocated to maximise cost-effectiveness.
In fmcg markets, the differing media characteristics of light, medium and heavy users of a product can be a major consideration.
Whilst computer analysis and careful budget allocations are important controls, 'out-of-the-box' thinking can often be crucial to a successful campaign. Thus we find that information-gathering (eg talking to members of the target audience, getting out and seeing actual poster sites, etc.) is just as vital as a means of generating 'the big idea'.
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