What is Media Planning?
Media Planning consists of a series of decisions made to answer the question for advertisers. What is the best means of delivering advertisements to prospective purchasers of a brand or a service ?
What are the most important questions to be answered while planning media- Who are we talking to ? Who is our Target audience? Where are these people? Basically where are our Markets? How many people do we intend to reach? And how many times? What should be the average frequency? Which media? An important question Media selection, which vehicles? Which months & what time of the day should we schedule?
Media planning goes a long way into the demographic group that has been identified as the key consumer group for the brand. All marketing/advertising activity is concentrated on reaching/appealing to this group. For example The Pepsodent target audience is Female, 25-44 year old. Demographics, basically describing audience based on factors such as age, gender, education level, town class, income class etc. is an important part of Media planning.
There are different types of people we should consider while planning media for our target audience. There are neat and organized types, those that are into Information Technology and Accountants. There are self-assured and respected politicians, there are some who are in transition and they could be unpredictable- like the students and new employees. And then there are those creative people. Every brand has a mix of many such personality audiences and it makes the whole process more complex.
Media planning is very crucial to any business, so when you plan be very specific. It could win hearts or it will end up wasting time, energy and resources.