Media planning is generally the task of a media agency and entails
finding the most appropriate media platforms for a client's brand or
product. The job of media planning involves several areas of expertise
that the media planner uses to determine what the best combination of
media is to achieve the given marketing campaign objectives.
In the process of planning the media planner needs to answer questions
1. How many of the audience can I reach through different media?
2. On which media (and ad vehicles) should I place ads?
3. Which frequency should I select?
4. How much money should be spent in each medium?
In answering these questions the media planner then comes to an optimum
media plan that enables him or her to deliver on the client's
Choosing which media or type of advertising to use is sometimes tricky
for small firms with limited budgets and know-how. Large-market
television and newspapers are often too expensive for a company that
services only a small area (although local newspapers can be used).
Magazines, unless local, usually cover too much territory to be
cost-efficient for a small firm, although some national publications
offer regional or city editions. Metropolitan radio stations present the
same problems as TV and metro newspapers; however, in smaller markets,
the local radio station and newspaper may sufficiently cover a small
That's why it's important to put together a media plan for your
advertising campaign. The three components of a media plan are as
1. Defining the marketing problem. Do you know where your business is
coming from and where the potential for increased business lies? Do you
know which markets offer the greatest opportunity? Do you need to reach
everybody or only a select group of consumers? How often is the product
used? How much product loyalty exists?
2. Translating the marketing requirements into attainable media
objectives. Do you want to reach lots of people in a wide area (to get
the most out of your advertising dollar)? Then mass media, like
newspaper and radio, might work for you. If your target market is a
select group in a defined geographic area, then direct mail could be
your best bet.
3. Defining a media solution by formulating media strategies. Certain
schedules work best with different media. For example, the rule of thumb
is that a print ad must run three times before it gets noticed. Radio
advertising is most effective when run at certain times of the day or
around certain programs, depending on what market you're trying to
Advertising media generally include:
Television, Radio, Newspapers, Magazines (consumer and trade) Outdoor
billboards, Public transportation, Yellow Pages, Direct mail Specialty
advertising (on items such as matchbooks, pencils, calendars, telephone
pads, shopping bags and so on).
Our experienced media planner will study your product/services, will
understand the need, will find the best target audience and will design
best Media Plan for your marketing. It will not only save your time but
will also help to best use your marketing budget to reach maximum. We do
media planning for Radio Advertising, Survey Data Analysis, TV
Advertising, Outdoor Advertising, Print Media Advertising, Multimedia
Advertising, On-line Advertising.