Media Planning and Strategy

Media planning in advertising is the making of decisions to deliver a message to the target audience. There are aspects of marketing that are art and some that are very scientific. Market and media research are two of those more mathematical pieces of the marketing pie. Media plan is a document that outlines media objectives and media strategies. The process of determining media objectives and strategies that show how advertising time and space can best deliver the advertising message. Media Planning process includes: Market analysis; Establishing the media objective; Setting the strategy; Implementation and Evaluation and follow-up.