Strategic Media Research and Planning

To provide the most effective Media Plans, Sherry Jacobs Media works closely with clients to determine their marketing goals. Marketing goals include the following:

• Target Audience
  • Demographically, and psychographically, who does the client want to reach?
• Geography
  • Is the product regional, national or international?
• Seasonality
  • When is the product most often used?
  • Do we want to advertise during high season or low season?
• Reach/Frequency
  • What percentage of the target audience do we want to expose to the advertising message?
  • How many times should the message be seen/heard by the target audience?

 Sherry Jacobs Media performs extensive research to determine the most effective media mix based upon the client's marketing goals and designated budget. Research is derived from independent research firms such as MRI, SMRB, Arbitron, Nielsen, LNA and SRDS. Media alternatives are analyzed based upon  criteria that might include:

• The medium's effectiveness in reaching the potential consumer, based upon composition and coverage of the designated target audience
• The efficiency in reaching a target audience
• The editorial environment and its appropriateness for the client
• The competitive advertising environment

Upon completion of the media research, when the recommended media mix has been determined, the Media Plan is written. The major components of the Media Plan include:

• Media Objectives
• Media Strategies and Rationale
• Media Analyses (Qualitative and Quantitative)
• Media Plan Recommendation
• Media Plan Rationale
• Media Flowchart
• Negotiated Merchandising Packages
• Cost Comparison Charts