Abstract:

This paper attempts to provide marketing and media professionals with a new way of looking at how their money is being spent. When multi-million dollar decisions are taken on advertising spend, markerers tend to fall back on a traditional approach to media planning. However, all too often we are confronted with situations where we need to look at the brand and media strategy in the context of our target audience a little more carefully. In this paper, with the help of a case study, an attempt is made to identify a way of fine-tuning media plans which is scientifically generated through standard media data in line with the overall brand strategy. In Saudi Arabia, there are clear signs of a slowing down of the economy. Consumer marketing companies are under pressure to deliver the bottom-line. In spite of this situation, media expenditure levels have gone up substantially over the past few years. With profits under pressure, marketers have started looking at ways of improving the efficiency of media costs.