A media vehicle refers to a specific media outlet or platform that is used to deliver advertising messages to a target audience. Media vehicles can include traditional outlets such as television, radio, and print, as well as newer forms of media such as online platforms, social media, and mobile apps.

As part of the media planning process, advertisers typically select media classes or categories that are most likely to reach their target audience. These media classes may include television, radio, print, digital, and outdoor advertising, among others. Once the appropriate media classes have been identified, advertisers may then select specific media vehicles within each class that are most likely to reach and engage their target audience.

For example, an advertiser targeting young, tech-savvy consumers might select the digital media class and then choose specific vehicles such as social media platforms, online video platforms, and mobile apps to reach their target audience. Alternatively, an advertiser targeting an older demographic might choose the television media class and select specific channels or programs that are popular among their target audience.

The selection of media vehicles is a crucial step in media planning as it determines where and how the advertising messages will be delivered. By carefully selecting media vehicles that are most likely to reach and engage the target audience, advertisers can increase the chances of success for their campaigns. The following are common types of media vehicle.

Audio
A radio station, steaming music service or podcast.

Television
A television station, network or show.

Streaming Media
A video channel, website or app.

Print
A magazine, newspaper or periodical.

Digital Publications
A digital publication such as a news site or blog.

Outdoor
A specific outdoor media spot such as a billboard.

Social Media
A social media site or app.

Apps
An app such as a game.

Events
An event such as an industry conference.

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.

Objectives:
Defining goals, strategy and marketing objectives. In other words, what are you trying to achieve and how will it be measured?

Cost:
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.

Vehicles:
Selecting specific media properties in each media channel.

Mood:
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.

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

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

Scheduling:
Timing ads for impact and to manage cost.

Flexibility:
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.

Media refers to the various channels through which information and entertainment can be delivered. It includes traditional mediums such as television, radio, and print, as well as newer forms of media such as the internet, social media, and mobile apps. In a nutshell, media is a means of communication.

One of the main roles of media is to inform and educate the public. This can include reporting on current events, providing analysis and commentary on political and social issues, and covering topics such as science, technology, and the arts. Media can also serve as a platform for individuals and organizations to share their ideas and perspectives with a larger audience.

In addition to its informational and educational role, media also plays a significant role in the entertainment industry. Television shows, movies, music, and video games are all forms of media that are consumed for entertainment purposes.

The media industry has undergone significant changes in recent years with the proliferation of the internet and the rise of social media. The internet has made it easier for individuals and organizations to create and distribute their own content, leading to the emergence of new forms of media such as podcasts, blogs, and online video platforms. Social media platforms have also given individuals a greater ability to share and consume media, leading to the creation of new opportunities for marketing and advertising.

Overall, media plays a vital role in our society as a source of information, entertainment, and communication. It has the power to shape public opinion and influence cultural norms, making it an important area of study and analysis. The following are common types.

Radio:
Traditional radio and digital equivalents such as podcasts.

Video:
Video and film based content such as television, movies, promotional videos, commercials and video-sharing websites.

Publications:
Publications such as books, magazines, newspapers, blogs and research papers.

Social Media:
Digital tools that allow people to communicate and share and produce content.

Messaging:
Traditional mail and digital messaging tools such as email and messaging apps.

Digital Communities:
Forums, chats and other tools that allow people to socialize, share information and form communities.

Games:
Digital games and virtual environments.

Applications:
Applications is a general term for software that people use including mobile apps.

Graphics:
Graphics such as signs, billboards, digital advertising, t-shirts and product packaging.

Public Speaking:
Speaking directly to groups of people often with visual aids such as graphics, slides and video.

Art & Music:
Art displayed in public and musical performances.

Performances:
Theater and other performances such as dance.