Category Archives: Good to know

Target analysis as part of media planning and investment optimization is a crucial step enabling companies to maximize the effectiveness of their advertising and communication campaigns.This strategic phase offers several significant advantages, essential to the overall success of media initiatives.Here are the highlights of this step in the media strategy process: Increased relevance of advertising […]

Market analysis as part of media planning and strategy is an essential process for media agencies and marketing departments. It enables us to understand the environment in which a brand or product evolves, to seize opportunities and respond effectively to the competition. Two key concepts in this analysis are advertising pressure and share of voice […]

The modern media world is complex, fragmented and constantly evolving. In such an environment, transparent communication and clear objectives become the cornerstone of a successful collaboration between a customer and his media agency. It is in this context that the key role of the briefing emerges. The media agency briefing is not just an administrative […]

Rating is a key metric in the world of media planning, especially in the context of television broadcasting. As a reflection of the number of viewers or listeners of a particular program or advertisement, ratings are essential for advertisers wishing to measure and maximize the impact of their advertising investments. It provides a quantitative assessment […]

Media planning is a discipline at the heart of communications and advertising strategies. This is the systematic process of selecting, buying and optimizing advertising space in various media, in order to convey a brand or company’s advertising message to its target audience as effectively and efficiently as possible. The ultimate goal is to reach the […]

GRP, an acronym for “Gross Rating Point”, remains one of the fundamental units of measurement in the world of media planning, despite the proliferation of new metrics in the digital age. Its persistence and importance are rooted in its intrinsic usefulness in assessing the advertising impact of a campaign on a target audience. However, as […]

Communication is essential for a brand, enabling it to make itself known, connect with its target audience, promote its products or services, and build a lasting relationship with its customers. Here are some key reasons why communication is important for a brand: Brand awareness: Communication helps increase brand awareness by making the brand visible to […]

The rise of digital media has led to a persistent debate in the advertising industry: is online advertising more relevant and effective than traditional methods? To address this question, it is essential to examine in detail the characteristics, advantages and limitations of both approaches. Online advertising: Key features Traditional media: Key features Relevance and Performance […]

The link between the advertising message and the broadcast is intrinsic. The medium serves as a channel for conveying the message to the target audience, while the content of the message is shaped by the particularities and constraints of each medium. Some key elements of this relationship : Media adaptation Each medium has its own […]