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How does effective media use in advertising?

How does effective media use in advertising?

Media use in advertising has the same importance as creative design. In some cases, even in some cases, it is important to pass even before the design. Because the messages of the advertisement reach the consumer by using the media, ie the mass media. Mass media is the bridge of communication between firms and consumers. The promotional campaigns prepared by the companies and agencies are delivered to the consumers through the media. Some people send messages about their products and services by using television, radio, cinema and some print media. The consumer also learns the production, product and service characteristics, prices and sales points of the companies through these organs. In this sense, especially television is very important for both companies and consumers. Consumers spend a few hours each day at the head of the television. Within a few hours, the companies ensure that their promotional messages are published within the periods allocated to them. In the early days of advertising, the advertising agencies were able to identify the broadcasting tool to which the designs they prepared were to be determined by their own media planning unit.

The role of the media planning unit within the body of advertising agencies; The target of the publicity campaign is to identify and follow the mass media which the audience is watching, watching or reading. In this sense, the unit is doing research first. The target group most suitable for the products and services to be identified is determined. After the target audience is determined, their properties, life styles, the elements they love and do not like, their habits are investigated. With the results obtained from this type of research, the broadcasting tool that they follow most is selected and it is learned which day and at what time they follow the chosen broadcasting vehicle. Accordingly, the prices are being learned and the relevant advertisement will be published on the day, hour, second, and their prices will be negotiated. If the target group is the most read newspaper, it is prepared as a newspaper advertisement and advertised in which newspaper is being followed. This also applies to TVs, radios and magazines. On TVs, channels are selected among those who are the most followed or targeted by the target consumer.

Media use in advertising is one of the most important factors that directly affect the success of advertising. At this point, no matter how creative the design is, although it has a great idea, it does not work if the right broadcasting tool, the mass media, is chosen and not delivered to the right consumer. Moreover, at this point, it is also important how much time the selected vehicle reaches the consumer. In other words, it is the main objective to reach the right target in the shortest time, in the most effective way. Due to the importance of this issue, the media planning units, which were formerly used in advertising agencies, have become a stand-alone agency today. So they act as Media Planning Agencies

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