Monthly Archives: January 2016

Media is all about connecting people and mirroring the society that we live in. Media is all about reflecting on daily happenings around the globe. People are not just the audience, but also an essential element of news in itself! Be it journalism or entertainment, the increasing importance of public opinion in media is evident everywhere. Well, if you are still unaware of this, then just take a look around you.

First of all, let us talk about print media, like newspapers and magazines. Newspaper content, which was the whole and sole product of reporters and journalists, has now undergone a radical change into an amalgamation of news and public opinions. Letters to the editor written by the readers are also an instance of acknowledgment of importance of public opinion. In addition to readership polls and questionnaires, there are also columns which are contributed to by the audience themselves―a phenomenon that is now known by the name of citizen journalism.

In case of the World Wide Web or the Internet, websites were already using public polls. In addition to that, the rise of blogging and public forums has paved way to increased exposure to individual opinions, and has, hence, strengthened the importance of public opinion on the web as well.

In many news channels across the globe, public polls are a common affair, and are considered as an important tool to measure public opinion. It reports public opinion about several issues and news. In case of entertainment channels, public voting for reality shows like American Idol explains the importance given to public opinion. In case of movies and films, what would be the success of a great movie if it had no audience? Although movies are about expression of views and ideas on a particular subject― movie makers also considered it as their livelihood. Thus it depends on public reviews and word of mouth publicity of the audience, which is instrumental in the success/failure of a particular movie.

The importance of public opinion is the effect of increased public participation in the media. This is an era where the media has awakened to the fact that no matter what they are dishing out―news, views, or entertainment―they need to keep it interactive. In case of the news industry, public opinion is not just a way to validate and supplement the news, but also a great way to increase the awareness of people about a particular topic. In addition to that, it is also a great step towards strengthening the democracy of a nation.

The TRPs for television channels, or the readership count for print media, are crucial when it comes to measuring overall success of the media. Since it is the public that is instrumental in shaping readership rankings or the TRP, the media is left with no choice but to acknowledge the importance of public opinion. It is public opinion that decides the success of media popularity and the eventual media success.

Media planning is a very frequently heard term in advertising circles. If you are planning to launch an advertising campaign for your product, you will surely come across this term. However, most people do not know what this term exactly means. Here's an explanation.

Traditionally, media planning meant deciding what kind of media should be employed for the advertising campaign. They would decide where the advertisement would have the maximum impact. Options considered were advertising on hoardings, television, cinema halls, overhead LCD TVs in malls or newspapers. All these traditional avenues of advertising were considered and then their profitability was analyzed. Based on such studies and researches, the final medium for the publicity campaign were selected.

Today, the concept of media planning has undergone a difference. It now involves not only selecting a medium for the advertising, but also deep analyzes into the outreach of the ads. Also, media planners will today select unconventional streams of advertising such as mobile vehicles, advertising in small retain stores, etc. Newer options are decided depending on what the product being publicized is. That is why today the 'media planning' concept is slowly waning out, and is being replaced by more expansive terms such as 'media strategy' or 'communications planning'.

Aims of Media Planning

There are some specific aims that the media planning industry intends to achieve. Media planning is not anymore just about finding media to place the ads of the business. Determining the right kind of impact with the ad is also an important part of their job. The aims of any media planning project will depend on the following factors:-

The budget that the client defines for the advertising campaign
The type of product and the target audience it caters to
The prime focus behind the advertising campaign
The main message that the advertising campaign carries

These are important points that decide in a large way how the media will be planned for the advertising campaign. Based on these, the following set of aims is established:-

The advertisement in the decided media will reach out to a particular number of people
The advertisement will have a particular number of views/visits per person in a given timeframe
The advertisement will be able to convert viewers/visitors into customers after a particular number of views/visits
A particular figure for cost-effectiveness of the campaign

These profiles are established and discussed with the clients. It can be seen through the aims and objectives here that media planning is much more today than mere media buying. There's a lot more strategizing and planning than there ever was.

Payments in Media Planning

Media planners do not take a commission-based payment as most other people in the advertising industry do. This is because media planners do not work with volumes; they work with strategies. Their services are creative. For this reason, percentage cuts are decided in advance as their payment modes. These percentages are cut off from the total budgets of the advertising campaigns.

Online Media Planning

Another term that is coming to prominence in this generation is Internet media planning or online media planning. The Internet is a very potential source of advertising for businesses across the world today, and it is quite understandable why every company worth its salt is promoting its wares through websites. But, it is very important to promote these websites in the right manner. The focus here is on reaching out to the niche customers. This is what an online media planner undertakes. The online media planner would first conduct a deep study into the business itself, and then employ fruitful routes of advertising for the business. Various channels can be used, such as affiliate advertising through text ads and banner ads, creating business collaborations with other websites and advertising through Internet-specific methods such as article submissions, blogs and forums, etc. The job of the online media player is to optimize the consumer traffic that can be brought in through various media routes.