Media planning is the selection of media and scheduling of advertising. It is a complex task that is often outsourced to a media agency or semi-automated. The following are common elements of media planning.Defining goals, strategy and marketing objectives. In other words, what are you trying to achieve and how will it be measured?
CostPlanning budget and cost targets such as cost per thousand or cost per point.Defining your target audience including geographical targeting such as local marketing.
Media MixSelecting appropriate communication and media channels based on factors such as your brand, product and creatives.
Selecting specific media properties in each media channel.
MoodConsidering the impact of a message relative to the surrounding media.
Creative ExecutionPlanning the ads that will be used for each communication, media channel and vehicle. Involves consultation with the creative team that produced the ads.
ReachThe percentage of your target audience that you would like to reach in a period of time.
FrequencyHow many times the same individual is exposed to the same ad or campaign.
SchedulingTiming ads for impact and to manage cost.
FlexibilityMedia 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 & MeasurementIdentifying controls and measurements.
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