Media planning is conducted by advertising agencies to identify the appropriate media outlets to reach target markets. The process involves defining marketing and media objectives, identifying target groups through demographic, psychographic, socioeconomic, and behavioral segmentation. A media strategy is then developed considering the campaign duration, timing, budget, and impact measurements. Detailed planning is done for each selected media channel considering availability, timing, positioning, booking, and documentation for campaign performance analysis.

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