International Campaign Planning

Implementing an advertising campaign on international media requires a thorough understanding of both the campaign objectives and the target audience. Research input into the planning and buying process allows clients, to identify the best platforms and channels to reach their intended audience and what kinds of campaign will be most effective.

Introduction: The Media Brief

A media brief is a document which summarises a client’s communications strategy and/or campaign objectives and requests solutions to meet its objectives. It may be circulated by the client or its media agency to media owners, who respond with proposals outlining how they intend to achieve the clients’ objectives. Depending on the circumstances, a proposal may include a combination of advertising formats and platforms.

A media brief can be straightforward and precise, with a firm idea of which media are to be used and stating a specific budget or optional levels of spend. Alternatively the brief might have fewer constraints, seeking innovative approaches from media owners to fulfil its marketing objectives.

Getting the Best Response to a Brief:

Case Study: An Expanding Airline

No two media campaigns will ever be booked in quite the same way. So much depends on the client, their needs and internal decision-making processes, as well as the media used, the target audience they wish to reach and the message they want to convey.

But typically there are stages which we can describe in the process. We will use a newcomer to the market, a hypothetical airline looking to expand in Europe, as a case in point.

For the example below, a ‘client’ can be defined as an advertiser or the media agency they may choose to work with.

Advertiser & Objective
Target Audience
Campaign Strategy
The Brief
The Proposal
Media Buying
Executing the Campaign
Campaign tracking
Post-Campaign Analysis
Review and next steps