Media Planning as a Tactic
Many agencies that do media planning utilize complex equations using costs per inquiry, costs per exposure, and so on to develop projections. For example, most agencies deal strictly with the “price” of the media, which is the last factor that AIM considers. In fact, price is the least important factor in the equation. In one media planning experience, a client planned to run full-page ads. Examination of the magazines involved suggesting a fresh approach that would better deliver a dramatic new product introduction and still educate the audience. Using a third-page ad flanking the full page ad allowed our client to dominate the spread. Strong negotiations with each of the magazines not only enabled us to stay within budget, but also maximized the client’s exposure in this space. AIM media planners offer you knowledge and flexibility because they incorporate expert thinking about the creative product AND the specific media to be utilized.