Planning and Media Buy

A creative development of the campaign is an essential part of preparation activities. However, planning and media buy are even more important. There are countless types of media forms, traditional, as well as innovative formats in the mass media market, so it is almost impossible to be well versed in everything the market offers.
After defining suitable promotional means in your advertisement campaign, it is important to firstly define customer target groups, then make the analysis of market environment and use these data to plan the campaign. Our company, Focus Agency, will be glad to help you prepare these materials and to plan and implement the whole marketing campaign.

Setting a target group

We will define a target group on the basis of your entry information; specify shopping and consumer behaviours, preferences, and lifestyle. When preparing the analysis, we will use socioeconomic parameters, which we will then include into the project of marketing communication, a cornerstone of media planning.

Market environment

Within media planning, we will prepare media analyses and the monitoring of your competitors´ mass media expenses. We will continuously monitor their expenses, as they represent important data for subsequent decision on media strategy.

Creative monitoring

We will also provide a creative monitoring within the campaign. Apart from the competitors’ expenses into the mass media, you will have at your disposal examples of your competitor´s newspaper advertisement, TV spots, and outdoor advertisement, together with radio commercials.

Campaigns assessment

After finishing the campaign we will provide you with the campaign´s results and efficiency assessment in comparison with competitor´s activities. The assessment serves to compare campaign investment, shows the weak spots, and recommends steps for further development of strategy.