Introduction

to Media
Planning
Media planning involves creating a strategy to deliver advertising messages to
the right audience through the most effective media channels. It requires
understanding consumer behavior, market trends, and media consumption
habits.

BY MANGESH GHULE / 238234

Defining the Scope
of Media Planning
1 Market Analysis 2 Budget
Understanding the competitive
Allocation
landscape, market potential, and Determining the resources for
consumer segments. advertising and media spending based
on campaign goals.

3 Channel Selection
Deciding which media platforms to use based on audience reach and engagement
potential.
Target Audience
Identification
Demographi Psychograp Geographic
c hic Profiling Targeting
Segmentatio Understanding audience Focusing on specific regions
n interests, values, lifestyles, or areas where the target
Defining the audience based and behavior patterns. audience is concentrated.
on age, gender, income,
education, and occupation.
Media Objectives
and Goals
Objective Setting
1 Defining specific and measurable goals for media campaigns.

Goal Alignment
2 Ensuring that media objectives are in line with overall marketing and business
goals.

Performance Metrics
3 Establishing key performance indicators (KPIs) to measure media effectiveness.
Media Strategy
Development
Message Channel Mix Media
Crafting Planning Calendar
Creation
Developing compelling content Determining the optimal
and creative elements for combination of channels for Scheduling the timing and
advertising materials. reaching the target audience. duration of media campaigns to
maximize impact.
Media Selection and
Buying
Vendor Ad Budget
Negotiations Placement Optimization
Engaging with media
Tracking Ensuring efficient and
suppliers to secure favorable Monitoring the performance effective allocation of
rates and placements. and placement of advertising budgets across
advertisements across media channels.
platforms.
Media Plan
Implementation and
Execution
1 Execution Timeline
Implementing the media plan according to the predetermined schedule and
milestones.

2 Channel Coordination
Coordinating the activities of different media channels for unified campaign
delivery.

3 Contingency Planning
Preparing for unexpected events and having alternative strategies in place.
Evaluation and
Measurement of Media
Plan Effectiveness
1 Data 2 ROI 3 Adjustment
Analysis Assessmen and
Utilizing analytics and
t Optimizatio
performance data to Calculating the return on
n
assess the impact of investment to determine Implementing changes
media campaigns. the effectiveness of media based on insights to
spending. improve future media
plans and campaigns.