Media planning is generally the task of a media agency and entails finding media platforms for a client's brand or product. The job of media planning involves determining the best combination of media to achieve the marketing campaign objectives.

1. MEDIA PLANNING
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2. Media Planning
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• Media planning is generally the task of a media
agency and entails finding media platforms for a
client's brand or product.
• The job of media planning involves determining the
best combination of media to achieve the marketing
campaign objectives.
• Media Planning = Selection + Scheduling

3. Factors Influencing Media Planning Decisions
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• Target Market Profile
• Looking at Brand/Product Dynamics
• The Creative Execution
• Budget Considerations and Media Deals
• The Competitive Situation
• Availability and Timing Considerations
• Cost Efficiency (Cost per thousand: cost of reaching 1,000
members of target audience with media vehicle(s) or plan.)

4. Media Selection?
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• Media are evaluated based on selectivity.
• There are two types of selectivity:
 Class Selectivity : is the ability of a medium to reach the
target market without waste.
 Geographic Selectivity : is the ability of a medium to cover a
particular geographic area without spillover (without
creating any negative impact.).

5. Media Scheduling
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• Reach + Frequency + Continuity +Impact
• Reach : % of target audience with opportunity for exposure to
media vehicle(s) or media plan in a given time frame.
• Frequency : average number of times target is likely to be exposed to
the ad in a given time frame
• Continuity : how long the campaign runs continuous vs. fighting vs.
pulsation
• Impact : the attention-getting ability of the media vehicle(s)
selected to run the ad

6. Types of Media Plan
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• Geographic
 Local, spot, key market
 Regional
 National
 International
• Selective
• Combination

7. Media Research
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• Research that is centred on issues of media selection and
efficiency
• Survey conducted to investigate what segment of consumers
read which periodicals and/or listen to or watch which radio
or television programs.