Media Planning

Media Planning is the strategic process of determining the most effective combination of media Channels to achieve an advertiser's Campaign objectives, such as maximizing Reach, Frequency, or Engagement Rate within a specific Target Audience and budget. It involves analyzing Market Research, audience behavior, media costs, and the strengths and weaknesses of different channels. The output of media planning is a media plan that guides the Media Buying process, outlining which media to use, when to use them, and how much to spend.