Just Pondering…An increased importance of media planning

By: Walter Ohlmann

As we enter the age of the ‘90’s I believe we’ll experience a dramatic acceleration in the marketing communications trends and functions which we have seen taking shape in the last few years.

Among these are:

An increased importance of media planning.

This trend is precipitated by the ever-increasing cost of media, the ever-increasing complexity of media and the ever-increasing variety of media. In addition, the sophistication of computer programming provides us more information about any medium than we ever dreamt possible even a few short years ago. Consequently, the knowledgeable media planner, armed with research and computers will become more and more influential in determining not only the media mix but marketing strategy and programs.

An increased application for public relations.

When I first became involved in advertising some 35 years ago, PR meant a few product releases, employee promotions and general news concerning the company. Words like “crisis management,” “advertorials,” and “issue” advertising were not part of the vocabulary. Nor was there any thought of executive media training to better prepare company officials to meet the press or a dozen other disciplines which are part and parcel of any worthwhile PR program today. Because of the plethora of paid advertising, which makes individual product attention more difficult to achieve in every medium, the function of PR will take on significant new importance and will expand into additional areas of influence and broaden its scope of activities.

An increased need for target marketing

The marketplace is growing more segmented every day. Consequently, I believe that Direct Marketing will enjoy unprecedented importance in the marketing plan for more and more advertisers. With the increased cost of advertising, it is no longer feasible to fund media plans, which include “wasted” circulation. We can’t be all things to all people, so it becomes more and more important to identify a niche in the market and pursue it relentlessly. Because of computer sophistication, Direct Marketing becomes a viable alternative to what in the past we assumed were the “normal” media channels.

The advertisers and agencies who recognize the changing face of this industry and who make the appropriate revisions in their marketing plans will not only allow for the changes but will take advantage of the new opportunities thus created. These  will be the successful marketers of the future.

Penny Ohlmann Neimann

The Ohlmann Group has a rich history that began in Dayton, Ohio in 1949, where the agency was founded as Penny and Penny by Bob Penny and his wife Jean. In 1964, Walter Ohlmann joined the firm. Ralph Neiman came on in 1969 and the firm became Penny/Ohlmann/Neiman. In 2011, P/O/N was renamed The Ohlmann Group to better reflect the agency's ongoing evolution and collaborative nature.

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