Objectives
Defining goals, strategy and marketing objectives. In other words, what are you trying to achieve and how will it be measured?Cost
Planning budget and cost targets such as cost per thousand or cost per point.Target Audience
Defining your target audience including geographical targeting such as local marketing.Media Mix
Selecting appropriate communication and media channels based on factors such as your brand, product and creatives.Vehicles
Selecting specific media properties in each media channel.Mood
Considering the impact of a message relative to the surrounding media.Creative Execution
Planning the ads that will be used for each communication, media channel and vehicle. Involves consultation with the creative team that produced the ads.Reach
The percentage of your target audience that you would like to reach in a period of time.Frequency
How many times the same individual is exposed to the same ad or campaign.Scheduling
Timing ads for impact and to manage cost.Flexibility
Media planning often leaves room for flexibility to respond to market conditions as they unfold. For example, timing and selection of vehicles may be automated for digital channels to optimize based on results.Control & Measurement
Identifying controls and measurements.| Overview: Media Planning | ||
Type | ||
Definition | The selection of media and scheduling of advertising. | |
Related Concepts | ||
