Media planning in a nutshell: how does it work?

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The number of possible touchpoints with the consumer is increasing explosively. Advertisers are trying to keep track of the sea of ​​possibilities. In doing so, they often call on the help of media agencies and/or independent media planners. But how does media planning actually work?


Reneé van Zijl gives an insight into the world of modern media planning in the book ' The use of touchpoints - Modern Media Planning ' (aff.). Time for a review.

Using touchpoints for the right person at the right time
Briefing the media agency for a media plan. Many readers will do this regularly. After a few days, a media plan is rolled out and media purchasing can begin. But what happens in between? In her book, Van Zijl takes the reader into the world of media planning. The concept of ' touchpoints ' is central to this. A touchpoint is an interface where an advertiser and its target group meet.

Media planning is about getting the right advertising message to the right target group via the right media at the right time. This of course requires knowledge of that target group.

The book is pleasantly structured. afghanistan telegram number list Because it is aimed at MBO and HBO students and people without a background in media planning, it starts with an introduction to basic concepts. Experienced marketers will recognize these immediately. Circulation, reach, attention value, contact frequency and communication capacity of media are highlighted.

Media planning is about getting the right advertising message to the right target group at the right time, via the right media.

Introduction to communication tools
The next chapter deals with communication tools. Starting with various forms of advertising. This is followed by store communication, personal sales, sponsoring, events, word of mouth , and various online tools. The description per communication tool is brief. As a general introduction, the chapter serves well. Anyone who wants to know more about a communication tool should look for more information elsewhere.

Media layout with advantages and disadvantages
The book continues with a classification of media such as newspapers, magazines, radio, TV, cinema, etc. TV and newspapers are given the most space. Online is barely mentioned. I found this choice of the author surprising. Especially when you consider that the expenditure on online advertising is greater than that on TV or newspapers.

Tip for a possible next edition is to give online a bigger role. With attention to things like search engine marketing, affiliate marketing, display advertising and video marketing. In the book these things are not or hardly mentioned. While they cannot be left out in modern media planning.