Beyond the demographic parameters, psychographic factors are critical to planning. Our media planners target by attitude as well as demography and geography. Messages focused on heroin or methamphetamine, for example, are delivered in markets where these drugs are a problem. A wide variety of media vehicles are chosen because each medium offers different benefits. Television uses sight, sound and motion to reach large numbers of people in a visible and impactful way.
Radio reaches both youth and adults in an efficient way that boosts the message frequency.
Outdoor ads can be used in targeted and visible locations like playgrounds, schools and malls. Magazines and newspapers are highly targeted, speaking directly to their readership in an environment that allows a more detailed message. Innovative and non-traditional media, such as the Internet, break through the clutter in novel and relevant ways. Specific and measurable communications goals have been set for this campaign. The plan is audited on a regular basis to ensure that this objective is being met across all target segments.