Can you provide an example of a media plan you have developed?
Theme: Experience, Portfolio Role: Media Planner Function: Marketing
Interview Question for Media Planner: See sample answers, motivations & red flags for this common interview question. About Media Planner: Plans and buys media space for advertising campaigns. This role falls within the Marketing function of a firm. See other interview questions & further information for this role here
Sample Answer
Example response for question delving into Experience, Portfolio with the key points that need to be covered in an effective response. Customize this to your own experience with concrete examples and evidence
- Objective & Target Audience: The objective of the media plan was to increase brand awareness and drive website traffic for a new product launch. The target audience was young adults aged 18-24 who are active on social media platforms
- Media Channels: The media plan included a mix of digital and traditional channels. Digital channels included social media platforms like Facebook and Instagram, as well as display advertising on relevant websites. Traditional channels included television and radio
- Budget Allocation: The budget was allocated based on the reach and effectiveness of each channel. Digital channels received a larger portion of the budget due to their ability to target the desired audience more precisely
- Campaign Timeline: The media plan covered a 3-month campaign period, starting two weeks prior to the product launch. This allowed for pre-launch teasers and generated anticipation among the target audience
- Creative Assets: The media plan included the development of engaging creatives for each channel. This included visually appealing images and videos that highlighted the product's unique features and benefits
- Measurement & Evaluation: The media plan included key performance indicators (KPIs) such as impressions, click-through rates, and website traffic. Regular monitoring and analysis of these metrics allowed for optimization and adjustments throughout the campaign
- Results & Learnings: The media plan successfully increased brand awareness, with a significant increase in social media followers and website traffic during the campaign period. The learnings from this campaign were applied to future media plans to further improve effectiveness
Underlying Motivations
What the Interviewer is trying to find out about you and your experiences through this question
- Experience: To assess your level of experience in developing media plans
- Creativity: To evaluate your ability to come up with innovative and effective media strategies
- Analytical skills: To gauge your proficiency in analyzing data and selecting appropriate media channels
- Organizational skills: To understand how you structure and manage media plans
- Results-oriented: To determine your track record in achieving desired outcomes through media planning
Potential Minefields
How to avoid some common minefields when answering this question in order to not raise any red flags
- Lack of specific details: Not providing specific metrics, target audience, or media channels used in the plan
- Inability to explain rationale: Not being able to articulate the reasoning behind the media choices or the overall strategy
- Limited experience: Not having developed a media plan before or having limited experience in media planning
- Poor organization: Presenting a disorganized or incomplete media plan
- Lack of creativity: Not showcasing innovative or unique ideas in the media plan