Media planning in advertising is the making of decisions to deliver a message to the target audience.
Once you understand what media planning is, it is time to review the process. The process includes:
- Market analysis
- Establishing the media objective
- Setting the strategy
- Evaluation and follow-up
The purpose of a media strategy is entirely dependent on what the company hopes to achieve with it. Improving public relations is a completely different goal than increasing profits, but both can be achieved through a well-written, well-planned-out media strategy.
All media strategies take the same approach during creation.They must all have specific goals and a specific demographic n mind; however, their objectives may be totally different. In this sense, there are different types of media strategies. For example, a strategy implemented to raise awareness of a certain issue or condition is far different than a strategy that is used to promote the upcoming release of a product or movie.