What is Media Planning?

“Media planning is all about sourcing the most usable and appropriate media channels in order to market a client’s product, service or brand”

Media planning is all about sourcing the most usable and appropriate media channels in order to market a client’s product, service or brand. In general, media planning is a job that is managed by a marketing or media agency. Once the marketing goals have been established, a media planner will then choose the best combination of media to use in order to reach the outlined targets.

Media Channels

There are many different types of media to use when running a marketing campaign and here are the top channels that are widely used in media planning:
• Television
• Radio
• Online (websites, social media, email marketing, blogs)
• Newspapers
• Magazines
• Billboards
• Telephone
These channels are all great ways to market a product, service or brand but to choose the best ones to target the main marketing objectives, you will have to consider the following:
• Which media will my target audience use the most?
• What budget do I have available to use for each media channel?
• What media channels will benefit me immediately/in the future?

Modern Media

The internet has provided the marketing world with an entirely new and varied way to market and it has many channels on offer. Designing a company website is often a primary target for modern marketers no matter what type of business they are advertising! Social media is another popular channel to plug into and everything from Facebook to Twitter is available for you to use to reach out to millions of potential new customers. Email marketing is also a productive channel to use in media planning and marketing via blogs and chat forums is standard in modern media interaction for all types of businesses.

Traditional Media

Television is usually left for those with a flexible budget as advertising through TV adverts can be costly but they do reach a huge audience. While adverts in national newspapers are also perfect for companies with large budgets, local newspaper adverts may be more appropriate for reaching your target audience and for your budget. While some types of businesses will benefit from radio adverts, others might find more success online than with offline activity.


Media Planning
Analysing the target audience and keeping up to date with media developments and changes is important. Understanding what motivates a customer to make a purchase, as well as researching market trends is all part of the job of a media planner. In addition to the different marketing channels, there are also other things that need to be considered when choosing an appropriate channel, such as how you will market through the internet or how you will market in a newspaper.
Media planning is about deciding how you will best reach your target audience. Whether you use traditional or modern media to do this will be up to the individual targets and company budget. A full media planning and buying strategy, when deployed effectively, can deliver significant results in terms of both awareness and sales.



About Total Media

Total Media is an international media planning and media buying house based in United Kingdom with offices in London and Warwick. Total Media is an independent media agency established in 1982 with expertise in traditional and online media buying.

Author - Aatif

Tags - media agency, media planning, media buying

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