Media Planning

Media Planning

Media Planning Jonathan Poland

Media planning involves the strategic selection and scheduling of various media channels and platforms to deliver advertising messages to a target audience. It requires careful analysis of the target audience, the goals of the advertising campaign, and the available media options. Media planning is a complex process that requires expertise in market research, advertising strategy, and media buying.

Oftentimes, companies choose to outsource media planning to a media agency or utilize semi-automated software tools to assist in the process. Media agencies are specialized firms that provide a range of services related to media planning and buying, including market research, strategy development, and negotiations with media outlets. Semi-automated tools, on the other hand, can help companies streamline the media planning process by providing data-driven recommendations and automating certain tasks such as budget allocation and ad placement.

Effective media planning is essential for maximizing the reach and impact of advertising campaigns. It requires a deep understanding of the target audience and the media channels that are most likely to reach and engage them. By carefully selecting and scheduling media placements, companies can ensure that their advertising messages are delivered to the right people at the right time, ultimately driving more conversions and sales. 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?

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.

Selecting specific media properties in each media channel.

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.

The percentage of your target audience that you would like to reach in a period of time.

How many times the same individual is exposed to the same ad or campaign.

Timing ads for impact and to manage cost.

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.

Learn More
What is an Intermediary? Jonathan Poland

What is an Intermediary?

An intermediary is a person or organization that acts as a go-between or intermediary for two or more parties in…

Abundance Mentality Jonathan Poland

Abundance Mentality

Abundance mentality is the belief that there is enough for everyone, and that abundance, rather than scarcity, should be the…

Strategic Planning Techniques Jonathan Poland

Strategic Planning Techniques

Strategic planning is the process of defining an organization’s direction and making decisions on allocating its resources to pursue this…

Perceived Value Jonathan Poland

Perceived Value

Perceived value is the subjective worth that a customer assigns to a product or service based on their own personal…

Data Quality Jonathan Poland

Data Quality

Data quality refers to the accuracy, completeness, and reliability of information used for various purposes within an organization. Ensuring high…

Customer Acquisition Jonathan Poland

Customer Acquisition

Customer acquisition is the process through which a business attracts and persuades consumers to avail its products or services, thereby…

Pricing Strategy Jonathan Poland

Pricing Strategy

Pricing strategy is the process of determining the right price for a product or service based on market conditions, business…

Business Goals Jonathan Poland

Business Goals

Business goals are targets that an organization sets for itself in order to improve its overall strategy and performance. These…

Internal Benchmarking Jonathan Poland

Internal Benchmarking

Internal benchmarking is the process of comparing the performance of one aspect or function within a company to another aspect…

Content Database

Chaos Theory Jonathan Poland

Chaos Theory

Chaos theory is a branch of mathematics that studies the behavior of complex systems and the impact of small changes…

Competitive Markets Jonathan Poland

Competitive Markets

In a competitive market, multiple participants exchange value without any single entity having control over the market. This type of…

Behavioral Targeting Jonathan Poland

Behavioral Targeting

Behavioral targeting is a form of online advertising that uses information about a user’s online activities to create targeted advertisements.…

Division of Labor Jonathan Poland

Division of Labor

The process of dividing work into specific roles, tasks, and steps is known as division of labor. This allows individuals…

What is Knowledge? Jonathan Poland

What is Knowledge?

Knowledge is the understanding, skills, and expertise that humans acquire through experience, education, and research. It can take many forms,…

Industrial Design Jonathan Poland

Industrial Design

Industrial design involves creating designs for mass-produced products. A common principle in industrial design is that the design should be…

Risk Acceptance Jonathan Poland

Risk Acceptance

Risk acceptance involves consciously deciding to take on a risk, often because the potential reward outweighs the potential negative consequences…

Gold is Money Jonathan Poland

Gold is Money

Overview The history of gold as money spans thousands of years and has played a pivotal role in the economic…

Grand Strategy Jonathan Poland

Grand Strategy

A grand strategy is a comprehensive and long-term plan of action that encompasses all available options and resources in order…