Microsoft Dynamics
Marketing Help & Training
Search

Media planning

Whether you buy $1,000 of media or millions each month, Microsoft Dynamics Marketing can help you do your job faster and more easily. Saying that Media Buying is tightly integrated into Microsoft Dynamics Marketing is an understatement if there ever was one. Microsoft Dynamics Marketing links media outlets (publications, stations, etc.), campaigns, jobs, programs, web sites, expenses, markets, budgets and results with media buying. Most of the information is available with a few mouse clicks from anywhere in Microsoft Dynamics Marketing. Microsoft Dynamics Marketing's media planning and buying is based upon the following ideas and functions:

  • Marketers try to target groups of people who are likely to buy their Products and services. These target markets are the focus of all marketing activity. To help, Microsoft Dynamics Marketing provides a database of markets/market segments and demographics.

  • Media outlets are vehicles for reaching target markets. Marketers maintain lists and databases of media outlets. Microsoft Dynamics Marketing maintains a database of available media outlets: when you buy media Microsoft Dynamics Marketing creates a link back to the media database: you can see every media buy for each media outlet on screen with a couple of clicks. The media database stores information about all the media outlets you use, want to use, or have used. The media database includes:

  • Ordering - cost, availability, etc. The media database includes detailed information about the different types of placements that are available.

  • Marketers execute campaigns or media plans. You need to be able to associate the media you buy with the appropriate campaign so that you can determine which campaigns are effective and which aren’t.

  • Microsoft Dynamics Marketing provides a database of campaigns. Media buys are linked to the campaigns they are for.

  • When you buy media it can be associated with a campaign. You can see which media buys were done for each campaign.

  • Some media buys generate response and others don't. It's easy to track the number of calls received on each phone number and to track results. Microsoft Dynamics Marketing enables you to associate a phone number with each placement and to track the results; whether the results are phone calls, inquiries, registrations, event attendees, orders or revenue. Microsoft Dynamics Marketing makes it easy to see which media buys generate activity on which phone numbers with a few clicks.

  • When you buy media you can associate the URL or web site used in it, too. See which media buys generate activity on which web sites with a few clicks.

  • Microsoft Dynamics Marketing enables you to associate market and demographic characteristics with each media buy. It’s a marketers dream come true.

  • Microsoft Dynamics Marketing lets you create detailed budgets for campaigns and media buys and track your actual expenses versus budget at any time.


Note

There are significant differences in what information is needed to plan and buy different types of media. For example, buying spot TV is different from buying direct mail lists. Therefore, Microsoft Dynamics Marketing tracks different information about each media type.


Media contact information

  • Circulation, audience, rating points, and other measures of reach.

  • Contracts and agreement. If you have a contract with the media outlet, you can store it here.

Key functions

Media Outlet Database:

Microsoft Dynamics Marketing has an integrated database of media outlets. Organize media outlets in user-defined folders. Negotiate rates with vendors and attach contracts and rate cards to each media outlet. Create standard options, selects and rates for the media you use again and again; if you sell media set prices. More information: Media

Plans and campaigns:

In Microsoft Dynamics Marketing campaigns group together all the elements of a marketing effort including creative, media, budgets, expenses, tasks and much more. In Microsoft Dynamics Marketing the campaign is the media plan. Microsoft Dynamics Marketing makes it easy to “use” the media that you created when you create or edit a campaign. When you “use” media that you have set up in Microsoft Dynamics Marketing, you create a permanent link between the media and a campaign. This bi-directional link gives you amazing analytical power. Now you can quickly see how and when you’ve used media, and you can see how well it performed. More information: Manage campaigns

Media orders, media buys, media placements, insertions:

What’s the difference? In Microsoft Dynamics Marketing whether you order media, buy media, place media or insert media it all boils down to the same thing: you’re “buying media.” And to buy media you have to order it. So, in Microsoft Dynamics Marketing we call all of those things – orders, buys, placements and insertions – media orders. More information: Media orders

Media expenses:

When the media runs and you receive invoices from vendors you create expense records. Link the media order to an expense, giving you a permanent record of what you ordered versus what you received. More information: Media expenses

Buy media – a high level process overview

Before we explore how you buy media using Microsoft Dynamics Marketing lets go over the steps involved in buying media.

Process

Action in Microsoft Dynamics Marketing

Generate ideas for a campaign; who are we going to target? what creative approach will be used? What types of media will be used?

Use Campaign Briefs to generate your goals, objectives, strategies and creative approach.

Research potential media outlets. Create a list of possible media outlets; collect prices and availability of media that matches the markets and demographics we want to target.

Browse your media database and identify potential media outlets. Review past costs, results and ROI.

Develop create concepts that we think will appeal to the target audience and get our message across.

Use Job Briefs to capture creative strategies.

Start creating the ads.

Use Jobs to manage the Production process. Create Components so that each advertisement can be tracked.

Negotiate with vendors; ad sales reps, list brokers, etc.

Store contracts and negotiated rates in Microsoft Dynamics Marketing's Media database.

Place orders.

Place orders using Microsoft Dynamics Marketing.

Send materials to the media outlets.

Use Microsoft Dynamics Marketing's Ad Traffic functions to ensure that the materials get to the media outlets on time.

The ads run.... cross your fingers.

:)

The results are in. We need to track them so that we can determine if the campaign was a good one.

Track response using Microsoft Dynamics Marketing Results. Campaign roll-ups help you identify the best from the rest.

The bills start to arrive; we need to verify that they are accurate; adjust them if necessary,

Reconcile and post vendor invoices using Microsoft Dynamics Marketing Expenses.

We need to pay the bills.

Pay bills in Microsoft Dynamics Marketing

If we are an agency, we need to bill the client.

Prepare client invoices; when clients pay, post payments to the appropriate accounts.

View placements

Microsoft Dynamics Marketing provides a variety of ways for you to view the ads that you are running; choose from Flowcharts, Calendars or Gantt charts.

Applies To

Dynamics Marketing