Media Planning Procedure College What is Media Planning Media planning is an attempt to provide solutions to advertising and marketing problems. Some of those are: - ? What are the best means of delivering advertisements to prospective purchasers of my brand or service? ? How many prospects do I need to reach? ? In which medium should I place ads? ? How many times should prospects see the ads? ? In which months should ads appear? ? In which markets and regions of China should ads appear? ? How much money should be spent in each medium? College Effective Media Planning Effective Media Planning is a discipline that requires: ? A thorough appreciation of the company ’s and brand’s marketing situation, marketing objectives, and marketing strategies. ? A clear understanding of the role that the advertising message i s expected to play in helping fulfill those marketing objectives. ? The insight to assess the potential implications of key competit media activity. or’s ? The ability to establish media objectives consistent with the ma rketing objectives. ? A complete knowledge of the media ,what they offer, and what the y should offer. ? The imagination to challenge conventional thinking, definitions, practices. and ? The expertise to craft media strategies that are specifically de signed College to make it all work. General Procedure in Media Planning ? Pre-planning – Summarizes all influencing issues that will affect planning – Usually available from agency briefing and media briefing ? Concept planning – Media Objectives