Introduction to

Media Planning
YOUSAF ALI
MUHAMMAD AHMED
IQRA NASEEB
 Media Planning

 Definition
Media planning is the process of deciding where, when, and how often to run
advertisements to reach the right audience. It involves choosing the best media
platforms, such as TV, radio, newspapers, websites, and social media, to achieve the
advertising goals efficiently and effectively. The goal is to maximize the impact of
the ad campaign while staying within budget.
 Importance of Media Planning in
Advertising
Maximizes Impact:
Cost Efficiency:
Targeted Reach:
 Objectives of Media Planning

 Reach
 Frequency:
 Timing:
 Geographic Allocation
 Role of Media Planners

 Research
 Strategy Development:
 Media Selection:
 Scheduling:
Key Considerations in Media Planning

 Target Audience:
 Media Channels:
 Budget:
 Message and Content:
Key Considerations in Media Planning

 Competition:
 Market Trends:
 Measurement and Analytics:
 Media Buying of Advertising

 Definition of Media Buying

Media buying is the process of purchasing advertising space or time on various media
platforms, like TV, radio, websites, and social media. The goal is to place ads in the
right places at the right times to reach the target audience effectively. Media buyers
negotiate prices, book ad slots, and ensure that the ads run as planned.
 Media Buying

 Target Audience:
Understanding the demographics, psychographics, and behaviors of the target
audience is crucial. Media buyers select channels that effectively reach their
intended audience.

 Budget:
The amount allocated for advertising determines the media channels that can be
afforded and the frequency of ad placements.
 Media Buying

 Reach and Frequency:

Reach refers to the number of people exposed to the ad, while frequency denotes
how often they are exposed. Media buyers balance reach and frequency to optimize
campaign effectiveness.

 Timing:
Media buyers must decide when to run ads to maximize impact. Factors such as
seasonality, holidays, and product launch dates are considered.
 Media Buying

 Ad Placement:
Determining the specific placement within a media channel (e.g., prime time slots
on TV, above-the-fold placements on websites) affects visibility and effectiveness.