Today in class we learned about media planning. We learned that media planners have to balance getting the message out into the public sphere with the amount of money in their budgets. Media planners aim to be as efficient as possible. They choose ads that can have a big effect without spending as much money. A media planner may choose to air a longer ad less frequently or a quick ad often in order to maximize the impact of the message. As we can see, most media planners opt for short and frequent ads, just think about the commercials you see or hear on a day to day basis. This strategy although still effective, is not necessary because viewers/consumers have youtube and other sharing sites to look up and share ads that speak to them. Companies should choose to allocate more of their media budgets towards producing quality advertisements because individuals are more likely to pay attention and internalize the message. If the ad is particularly entertaining, funny, meaningful, etc. viewers are more likely to share them with their friends. Furthermore, consumers have a greater trust in the opinion of their friends; by sharing the ad the friend is sending a message that they endorse this company. This means that the company does not have to spend as much money trying to get the ad on the air. Consider the following advertisement as an example.
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