2.  An advertising strategy most commonly
employed to target consumers using a
variety of informational outlets. Media
planning is generally conducted by a
professional media planning or
advertising agency and typically finds
the most appropriate media outlets to
reach the target market.

4.  Strategy & targets
(business/brand/consumer)
 Market situation and competition
analysis
 Marketing und media objectives

5.  Definition of communication objectives
 Cognitive-oriented objectives
(awareness, recall)
 Affective-oriented objectives (interest,
brand positioning, brand development,
brand management)
 Cognitive-oriented objectives (purchase
intentions, customer loyalty)

6.  Target group identification: two-step
segmentation process
 Definition of core target groups based on
- demographic characteristics (age, gender)
- psychographic characteristics (interests,
buying habits)
- socioeconomic characteristics (occupation,
social status, income, buying power)
- behavioural characteristics (buying
behaviour, decision behaviour)

7.  Campaign strategy (duration, timing,
 Recency/burst strategy)
 Media mix and budgeting
 Advertising impact
 Ad specials

8.  Detail planning for each media channel
 Availability
 Dates of publication
 Selection of time slots
 Positioning within the magazine or
commercial break

9.  Booking (order management,
production plans)
 Job handling (artwork, tapes)
 Rescheduling/Optimization

10.  Controlling, documentation
 Invoicing

11.  Campaign performance (expost
analysis)
 Planning, purchasing efficiency
 Competition reporting

12.  Special conditions, performance
optimization
 Client-specific agreements