W. A. Fisher Marketing

Media Plans

If a marketing plan is the road map for your overall marketing strategy, the media plan is your turn-by-turn directions for distributing your message to the appropriate market(s). A media plan will spell out the exact media mix to be used and may include print, broadcast, on-line, outdoor and direct marketing. The plan will break down each category to specific media selections, detailing which publications are to be used and specifying costs and scheduling for each entry. The media plan may also identify which message should be employed for the intended audience.

Who needs a media plan?
Any business or organization spending more than a couple thousand dollars a year should have at least a basic media plan. Businesses that don't have a plan tend to spend their advertising dollars based on which media sales people call them first when there is money in the advertising budget. When the money runs out, advertising ceases. The end result of this sort of reactive media buying is almost always ineffective and wasteful.

Costs for media planning vary depending on complexity and overall budget, but media plans tend to run at about 5% of the client's annual advertising budget.

W. A. Fisher Marketing creates media plans that are result-oriented. We prefer to use media that will produce measureable responses and a clear return on investment for our clients. As the plan is updated from year to year, successful buys should be considered for increases, and unsuccessful buys eliminated.

W. A. Fisher Marketing selects media that will reach the intended audience based on geographic, psychographic and demographic profiles. That means we match the media to the desired audience for the specific client, product or service. We also offer media placement and coordination services to cover all of our clients' media related needs.

Research ♦ Marketing Plans ♦ Media Plans
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