Role of media planners in an advertising campaign

A brand represents the company/organization. Customers’ impression about the brand is synonymous to the impression of the company or organization. Hence, it is important to create an affluent image of the brand on customers’ through various marketing tools and practices. Advertising is the most effective marketing tool used by brand owners and advertisers to promote the brand’s image amongst the target groups. Advertising closes the gap between customers and brand owners and bring them together. While brand owners provide the message to customers through an ad campaign, customers avail of the same brand message and keep themselves informed about which brand is offering which features and benefits.

Advertisers have gamut of media options to advertise their brands. Television channels, radio FM channels, outdoor media, print media, mobile phones & internet media etc are some widely adopted channels of brand advertising. Those advertisers who want to ensure that their message reaches out to maximum number of customers adopt multiple advertising media to deliver the brand message. Media mix provides effective results though budget is a concern to launch a brand promotion campaign through multiple channels. Media planners play an important role in any advertising campaign. They focus their attention on how to create and manage brand contact. A planned brand contact works out effectively for any promotion campaign. Television and radio ads are two finest examples of planned forms of brand contact. Word of mouth advertising/publicity is an example of unplanned brand contact.

Media planners from time to time suggest new effective means of communicating with target customers. They study the ongoing trends and suggest the brand owner to adopt the most effective tool to launch their promotion campaigns. For every ad campaign, a media planner is important to devise, develop and deploy the right media vehicle to deliver the brand message to customers. Formulating both planned and unplanned brand contact, media planners play a significant role in any advertising campaign.