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Media Plan
Media planning is the process of choosing a course of action. Media planners develop yearly plans that list each media outlet--print or broadcast. Planning then gives way to buying, as each separate contract is negotiated, then finalized.
The steps to prepare media plan will be:
* Media outlets (newspapers, etc.). This section lists all of the media in which advertising will be placed.
* Goals. This section describes the goals of the advertising, and explains why and how this plan meets these goals.
* Audience. In this section, collect all the information you can about your target audience. You will want statistics by demographics or lifestyle; your professional association can help you find this information, as can trade journals or your banker. Look for any relevant articles or information about your potential buyers. Pay attention to everything that helps you imagine an individual buyer who is typical of the whole.
* Strategy. You will write a statement of strategy backed up by a rationale. The action steps you describe here will guide a year's activity.
* Budget and calendar. Your media plan will outline what money is to be spent where, and when.
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