Essay on Advantages of Media Planning Software

Published: 2021/11/03
Number of words: 649

Technological advancement has impacted media planning more strategically. A recent technology that is being applied in the media industry is the media planning software. It is crucial to understand how the application of the software in the media industry has helped significantly. The software has several advantages to the client in a bid to manage media. To media planners, the application allows them to customize the structure of a media plan, graphical illustration, budget overview, reports, and holiday calendars. Equally, the software acts as a reminder by notifying the client, storage for documents, and advertising campaigns (Kelley, Sheehan & Jugenheimer, 2015).

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Media planning software helps a client to customize the structure of the media plan. At this stage, one can choose the channels that will be applicable, the target group or audience, and the company goals that one wants to pursue in the media plan. As such, it offers clients a chance to design their plan appealingly. The application of such technology has allowed a customer to enjoy a wide range of essential services. The software supports graphical illustrations that are designed to inform customers of offers available and other promotions. The graphic interface can be changed to suit one’s needs and preferences. The introduction of such technology in media buying has proved helpful to customers (Woo, Ahn, Lee & Koo, 2015). The different advertising channels can run ads that are attractive by using an interface that is appealing to the user. As such, media planning software has benefited the industry by introducing an innovation that considers customer needs and tastes.

Robust reporting is an advantage that the clients enjoy using the media planning software. The reports are essential to the client for assessment of success achieved through actions. The reports aid in decision making, especially concerning where the budget is to flow. The powerful reports provided by the software are crucial in the analysis of the situation. The various channels make ads that indicate the prices and promotions for clients. The software allows clients to set the limit for their budget, which gives them an overview of resources at their disposal. Also, the application provides an overview of the budget that the client has incurred in their media buying operations. A budget is essential in ensuring accountability and credibility in every transaction that took place. The capturing of the holiday calendar encompassing political, sporting, and culture from the domestic and global environment are essential for clients (Rossiter & Percy, 2017). Such calendars can help an organization plan its advertising activities at the right time. As such, media planning software has changed the face of the industry to a large extent.

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Media planning software sends notifications to customers, reminding them of any contract maturity cases. A client can forget a matter that is important, and the software has to notify the customer of pending or upcoming contracts (Potter, 2018). Forgetting important issues can cost the client dearly hence the need to use the software, which can remind a customer. Equally, media planning software allows one to store documents that are important for future use. Data storage is vital for any business or individual for analysis and interpretation of the market state. Failure to store documents can cost a client as record keeping is a prerequisite for sustainable business development. Lastly, the advertising campaigns on the software allow clients to navigate through actions and conduct an analysis of costs rigorously.


Kelley, L., Sheehan, K., & Jugenheimer, D. W. (2015). Advertising media planning: a brand management approach. Routledge.

Potter, W. J. (2018). Media literacy. Sage Publications.

Rossiter, J. R., & Percy, L. (2017). Methodological guidelines for advertising research. Journal of Advertising46(1), 71-82.

Woo, J., Ahn, J., Lee, J., & Koo, Y. (2015). Media channels and consumer purchasing decisions. Industrial Management & Data Systems115(8), 1510-1528.

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