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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home Opinion

Lesson 1: Find out what you’re good at and perfect it

In a time when everything can be measured or estimated, short-term goals have taken the lead, and those instant measurements have started hindering creative effectiveness

17/10/2016
in Opinion
3 min read
Lesson 1: Find out what you’re good at and perfect it 1

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Brana Kosanić – Group Account Manager, Direct Media Srbija

Media planning is such a specific professional activity that one of the biggest challenges you face doing this job is explaining to your cousin sitting next to you at a family gathering what is it that you actually do. While treating yourself to appetizers, hoping that Knjaz Miloš (sparkling water) will help as you gorge yourself with cabbage rolls and roast, and over a mouthful you clumsily try explaining to your aunt from Glogonj what it is that you actually do, all talk about GRPs and the like is useless. In that situation an explanation in pure Serbian is required. Fortunately, this situation, here and now, is different, but unfortunately, there are no cabbage rolls, no roast and no Jelen beer.

Everyone wants to know about those celebrated TV ratings. I’ve answered many questions about how many million viewers actually watch “shameless reality shows”, and whether it is really possible that almost nobody watches our favorite documentaries. While every individual thinks that everyone else watches the same things that they and the people in their micro universe watch, the data tell a different story. You probably think the same thing if you are an average media consumer. But, you certainly are not “ordinary”.

You – unlike my aunt – know that the impact of the internet, the wealth of data obtained there, and Google and Facebook have forever changed media planning. Global pitches and aggressive procurement departments have perhaps redefined media planning even more drastically, and overshadowed the assumptions on which it was based in previous decades – whereby, along with other marketing activities, it was more oriented towards growth of the brand and generating added value, both for the economy and for customers.

In a time when everything can be measured or estimated, short-term goals have taken the lead, and instant measurements have started hindering creative effectiveness. Unfortunately the internet emphasizes this trend, while the long-term effects of branding are ignored despite the fact that this approach brings more profit to companies in the long run. This environment, this world of new technology, internet and data, is so brilliant and shiny, and bedazzles us so much, that we have completely stopped talking about integrated media planning.

We should talk more about how planning brings benefit for businesses, that besides it being fun to know how many millions of people watch some program, we should be mindful about the media mix that delivers the most new consumers to advertisers. We should talk about what will bring more profit to advertisers: more new customers or increased consumption among existing ones? We should talk about how market share is boosted by increasing the advertising share among competitors.

Media planning – which we in the Direct Media agency started doing 15 years ago – relied on the long-term strategies of brand development, and I believe that one of our greatest achievements is the fact that we have not only managed to maintain this approach, but that we have developed and upgraded it, despite the challenging environment that demands instant results.

Long ago we realized that we need to develop our own tools to measure the impact of media on the local market, with all its particularities. In cooperation with relevant research institutions, we conducted single-source research, while entrusting the analysis of complex data to experts. This has given us a powerful program to optimize spend across media.

Encouraged by the results of this endeavor, we have continued to build expertise in this area by running new projects. We have also developed the attribution model, which establishes a mathematical correlation between media spend and sales. The essence of this process is in monitoring results and drawing conclusions and making recommendations for future campaigns, finding what works best and then gradually perfecting that approach.

This attitude is also reflected in our work through the 7L model of media strategy setup, where analysis is both the initial and the final step, and the entire process is iterative, which means that it seeks the best solution that can be further improved in each subsequent iteration.

It is most interesting when we make investment simulations, and then we realize that with a different media mix we can achieve budget savings!

That is how we do media planning, between celebration feasts, from one season to the next.

Tags: Direct Media Srbija
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