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Call us now 732-214-9600
Mary Pomerantz

Media Planning Agency=Time and Cost Savings

Mary Pomerantz

Ms. Pomerantz has served as the Chief Executive Officer of Mary Pomerantz Advertising for the past twenty five years. She was formerly the Chief Executive Officer of Pomerantz Staffing, which grew to be one of the largest privately-owned staffing companies in the US under her leadership.

photo of office meeting between the owner of the business and the media agency team working on his account

illustration of a businessman with many arms trying to juggle different tasks at the same time shown with images of: email, clock, laptop, smart phone, briefcase

According to a recent article, 8 out of 10 businesses fail within the first 18 months. [1] Running a business is tough. Turning a profit, hiring the right people, producing  quality products and building a good client base are just a few of the difficult challenges that business owners face everyday. Being pulled in many directions can lead to fatigue and hamper the decision-making process. In addition if advertising is not anyone’s area of expertise at your company, it can be very difficult to create and implement a well-planned marketing strategy.  Utilizing a top-notch media planning agency can save you time, money and provide you with the necessary expertise to help achieve your marketing goals.

An Approach You Can Understand

illustration of a list of icons and their respective names for TV, internet, print media, mailing, billboard

Approach your advertising scheme like you started your business. Instead of defining a vision for starting a company, now, a person must clearly define the business’s marketing goals. Whether it’s growing your online customers by 20 percent or maintaining your current sales rates in the Southern region, identifying areas of strength and potential growth is the first step.  A detailed timeline can be devised on how to incorporate different approaches in a cost-effective manner. By working closely with a firm, a better understanding of the target audience and how to best reach them is defined. The marketing outreach may include advertising on:

  • Television/radio
  • Internet
  • Print Media (Magazine, Journal, Newspaper, etc.)
  • Mailing (Direct and/or E-mail blast)
  • Out-of-home (Billboards, Banner Ads, etc.)

Advantage of using a Media Planning Agency

Media planning firms allow clients to maximize the impact of their advertising campaigns with exposure in a variety of platforms specially chosen to meet their marketing goals.

Experienced advertising companies combine creative thinking with factual analysis to develop appropriate strategies to ensure that campaigns reach their target audiences.

Experienced advertising companies combine creative thinking with factual analysis to develop appropriate strategies to ensure that campaigns reach their target audiences. They apply knowledge of media and communication platforms to identify the most appropriate mediums for meeting the client’s objectives which should include building brand awareness.

A quality media planning agency is comprised of experts with understandings of how various media avenues work for different products and services. With years of experience in media placement, the company will be able to determine:

  • Number of people typically reached using various targets
  • Optimal time and frequency for placement
  • Best media outlet for the specific industry
  • Cost schedule that fits the client’s budget

The Hard Part: Setting an Objective


illustration of a businessman with a thought bubble about things to do to grow their businessWorking with the client to understand the company’s marketing objectives and developing an advertising strategy that works within the organization’s vision is the most difficult step. This is where a dedicated, experienced agency is invaluable to the media planning process. The purpose of the marketing could include any one or combinations of the following:

  • Increase brand awareness or recognition
  • Change current opinions/impressions
  • Launch new products and/or services
  • Boost sales

Using an in-depth understanding of the industry and data gathered, the media agency can help a client to decide which objectives are most feasible within the pre-determined time and monetary constraints.

Finding the Right People


How is the right audience identified? Identifying target audiences and analyzing their characteristics, behavior and media habits is another critical junction in the media planning process. The best ad that is not viewed by anyone does not accomplish any goals.

A good understanding of audience demographics and psychographics can lead to a more focused marketing strategy.

A good understanding of audience demographics and psychographics can lead to a more focused marketing strategy. Based on gender, age, economic status, and other factors, demographic positioning serves as a statistical process that can determine the best viewers for a campaign.

Psychographics, which is the study of personality, values, attitudes, interests and lifestyles, can yield insight into the consumer’s mind. [2] Determining whether to market your latest automobile as safe and reliable or fast and flashy may depend on the cognitive profile of the desired audience. Selecting the ideal viewership for an advertising campaign is a balancing of many factors to determine the best consumers of your products and services.

Getting the Word Out


drawing of a scale for measuring two things at the same time showing a "+" symbol on the left scale and a "-" symbol on the right hand scaleWith the best target audience selected, now how do we best reach them? Positives and negatives can be gained from diversifying the media campaign. Using more outlets will increase costs, but it can also generate more brand exposure and gain new customers.  Selecting one media outlet will allow for the concentration of efforts and reduce fragmentation of resources, but the reach is limited.

Each advertising medium comes with both advantages and disadvantages. [3] Recommending the most appropriate types of media to use, as well as the most effective placement times and frequencies are difficult tasks. A qualified media planning firm specializes in analyzing all the underlying factors and helping a company make the tough marketing decisions.

If You Make It, They Will See It

The perfect, most imaginative ad was created and marketed towards the ideal consumers. But, was it effective at meeting the company’s objectives? A top-notch media planning agency works in a loop framework instead of a straight line approach. The results from previous strategies should be one of the guiding parameters for future marketing endeavors. Protocols for evaluating effectiveness of a campaign should be in place. Many of the procedures may have to be tweaked to compensate for long-term returns, such as brand awareness. A detailed review of past successes and failures would lead to a stronger future marketing campaign.

Imagine yourself running your business and maneuvering through all of the twists and turns of media planning. A media planning agency, such as Mary Pomerantz Advertising (MPA), can help your business develop an advertising mission that fits your long-term plans as well as your budget, to maximize your advertising resources and get the best results. We’ll combine your input with our experience in determining where, when and how to focus your message. This will help to create successful and thoughtfully targeted campaigns. No matter if you’re a local bakery or a national bank, MPA will be instrumental in helping you make smart marketing decisions and giving your company the recognition it deserves from a likely and viable customer-base. Contact us today at 732-214-9600 to get started.


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