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Optimal media plan creation

Step 1“Collecting initial data”

• Target group definition• Advertising campaign budget determination • Mass media option• Other criteria determination (media criteria that should be

optimized, publication size and placement, etc.)

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Step 2

Media planes based on the whole number of printed media + media plans based on

printed media chosen

1-3 media plans that are suitable for person who deals

with media planning

1 final media plan

taking into account

all initial wishes

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We prepare a couple of alternative media plans and discuss them with workers who deal with marketing activity and media planning. Together with such worker we choose 1-2 media plans and make a revision of them according to worker’s wishes. This process is called bolting

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Creating media plan, we also take into account the results of researches revealing how doctors and pharmacists perceive different media, publication size and placement, etc.

The most arresting publication placement The most arresting publication size

1st Cover

Main block

Inlay part

2nd Cover

4th Cover

3rd Cover

Doesn’t matter

Usually I don’t pay attention to advertising

1 sheet

1/2 sheet

1/4 sheet

1/8 sheet

Less than 1/8 sheet

Advertising annoys

Doesn’t matter, only information is important

Usually I don’t pay attention to advertising

Step 3Finally, the most suitable media plan is selected, taking into account all wishes and details. The client obtains a report with recommendations and description of all steps and results

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Optimized media plan

Issue Place Size Frequency Budget TRP CPP TRP R1+

… … … … … … … …

TOTAL    

900 950 1000 1050 1100 11500

20406080

100120

2010

2011

CPP, USD

TRP

As a result we have optimized media plan and graphic comparison of the results of past and future periods

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