• Dina J. Muchnick

What You Need to Know about Strategic Media Planning and Buying




Many business owners find themselves wondering how to even begin the process of making advertising decisions that will propel their businesses forward. After all, creating and executing a media buying plan can be incredibly complex. With a seemingly endless number of placement options, terms, rates, negotiations and headaches, ask yourself this – when spending a large amount of your time on media planning and buying, who will be running your business?


Wouldn’t it make everything easier if you had a reliable, get-it-done expert who would do that for you?


Getting the support of a great marketing copywriter can help make this an easy, enjoyable process.


Here are some of the key areas we focus on when forming a custom and powerful strategy. Having a clear plan with specific needs and goals creates the ability to track your progress, and breaks your vision into manageable sections.

  • Objectives: What are your key goals for the next 12 months? Breaking down processes into tangible goals helps you stay on top of details while also keeping your overall “big picture” intact. All media planning and buying decisions will reflect these goals moving forward.

  • Defining your services and mission: What does your company stand for? Is your company a leader in innovation? Are you proud of the level of training you offer your team? Do you focus on ethical community sourcing? What was it that you wanted to accomplish in starting this enterprise? These are all things that you can use to engage with your audience.

  • What are your main goals? Are you expanding to a new area, or to the national market? Are you initiating exciting new programs that you’re eager to share with your customers? Take some time to list your main strategies, so they can be leveraged in your ads.

  • Your competition: What are they doing that you haven’t thought of? What makes you different in what you offer? How engaging and visible are their websites and ads? It’s good to know how other people in your market are communicating and developing.

  • Your target audience: Who, and where, are the people you are looking to reach? Knowing the lifestyle, goals and challenges of your ideal customer will help you create ads that speak directly to them. When you can identify them clearly, they can identify your relevance to them more clearly as well.

  • How you measure success: There are many forms, and not all of them involve money. What are other indicators that are part of success in your company? For some, there may be a desired social impact, or interest in specific causes or events. For others, it may involve desired licenses, contracts or exposure. Celebrate each milestone; it gives you some extra oomph for each new step!

Ready to make a move? Contact me today and let's get started!

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