10 Principles of Media Management

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10 Principles of Media Management

 


     1.  You are in partnership with all others who are                    deciding the advertising plan.  A media plan is an                    extension of the marketing plan and must reflect the            overall marketing and creative strategy.  Your media plan              cannot exist in a vacuum and be effective.

2.  Media management is money management.  Media recommendations are an investment in an advertiser’s business.  By making the savviest media decisions, you gain the greatest return on investment.

3.  Involvement with all media is a primary requisite. Specializing in one medium, to the exclusion of others, breeds narrow thinking.  Consider all the options.  Never look for the expeditious solution simply to save time.

4.  Numbers don’t think—people do.  Numbers are a big part of a media planner’s day-to-day activities.  But don’t rely solely on them to make your decisions or argue your case.  Use your emotions, your gut, and your instincts.

5.  Cost efficiency is important, but not at the cost of advertising effectiveness. You must make sure your customers see and hear the advertising you are placing—even if it costs a few pennies more in one medium than in another.

6.  Maintenance is as important as building.  It is not enough simply to create a media plan. All plans must be monitored after they are implemented to ensure that schedules are followed, positioning is optimal and reproduction is acceptable.

7.  Everyone should be kept informed.  Endeavor to keep your partners informed about media issues and changing dynamics.  The more everyone knows, the better their understanding and appreciation of your media recommendations.

8.  Keep your door open to media suppliers.  Media salespeople often know more about their specific medium than you, as a media planner, will ever know.  They can be a storehouse of pertinent information that will help you make better media decisions.  Be candid with them and keep them abreast of your needs.

9.  Contribute beyond media planning. As a media planner, your greatest contribution will be in media planning and buying. But you should not be inhibited about recommending marketing, creative, promotional, or new product ideas that can build an advertiser’s business.

10.                   Have fun.  Work hard and get ahead. Do superb work. But keep balance in your life.

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