Media planning is the systematic process used by advertising agencies and marketers to evaluate and select the most appropriate media channels for an advertising campaign. This involves analyzing various options such as TV, radio, print, digital, and social media to determine which platforms will best reach the target audience effectively and efficiently.
The process includes setting objectives, understanding audience demographics and media habits, budgeting, scheduling, and forecasting the potential reach and impact of each media choice. The ultimate goal of media planning is to maximize the campaign’s return on investment by ensuring the right message is delivered to the right people, at the right time, through the right channels.