Media planning definition: media planning is the process of choosing media outlets that allow a brand to effectively reach their target audience.
Media planning involves choosing channels from the available media mix based on data such as:
This data allows a brand to pick the channels that will accurately amplify their marketing message.
Media planning can adjust the channels based on the needs of the brand or the current demographic trying to be reached.
For example:
Facebook used media planning on digital-only channels to help reach their young, tech-focused audience of early adopters.
When they needed to reach older demographics they adjusted to use television, billboard and newspaper ads.
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Additional resources about Media Planning
- What is Media Planning?
- 5 Secrets to Making a Winning Media Plan
- A Beginner’s Guide To Media Planning & Buying
