MBA Notes - Media Planning Process
Question - Define media planning, also explain steps in development of media plan. Answer The word Media came from the Latin word "Middle". Media carry message to or from a targeted audience and can add meaning to the message. Media Planning, in advertising, is a series of decisions involving the delivery of message to the targeted audience. Media Plan , is the plan that details the usage of media in an advertising campaign including costs, running dates, markets, reach, frequency, rationales, and strategies. Steps in Development of Media Plan 1. Market Analysis Every media plan begins with the market analysis or environmental analysis.Complete review of internal and external factors is required to be done. At this stage media planner try to identify answers of the following questions: Who is the target audience? What internal and external factors may influence the media plan? Where and when to focus the advertising efforts? The target a