In Media Planning 101, students learn about Rating, GRP, CPM, CPP and so. They plan base on MRI and Nielsen data. While these techniques are useful, it does work for Asian media planning. Why? Because we don't have syndicated research data like MRI and Nielsen and that only a few Asian American publications are ABC audited.
Adding to the fact that the market is very diversified, Asian media planning is indeed extremely challenging. It is very difficult for general market media agencies (who are from the traditional schools) to manage. To deal with Asian media portion, they have three options:
- Put together a very basic plan and buy for some level of awareness. There are few major media in each market/segment. Just buy some full-page ads or 60-second spots on premium position/time would not be too wrong.
- Outsource it. Pretend you have the capabilities in-house but actually let your affiliates do it. Form a different agency with the affiliate in case the affiliate has existing client(s) that have conflict of interest.
- Let go. Admit you are not ready and ask client's Asian agency to do it.
Before you decide which option you or your agency should take, see my other Asian Marketing blog entries on my experience working with general market agencies when I worked for an Asian publication.
- IBM -- Traditional vs Simplified Chinese
- McDonald's -- Language Difference
- IKEA -- English Ad On Chinese Newspaper
Technorati Tags:
Asian American
, Asian Marketing
, Multicultural Marketing
, Diversity Advertising
, Asian Media
, MRI
, Nielsen
, ABC
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