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Chapter 5

Advertising:
Media Planning

Media Planning
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A plan of action to communicate a message to a


target market a the right time, and right frequency.

The goal of a media plan is to be efficient: to gain


maximum exposure at minimum cost.

Media Planning
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IMC
IMC
Plan
Plan

Advertising
AdvertisingPlan
Plan

Media
MediaPlan
Plan
Objectives
Objectives
Strategies
Strategies
Execution
Execution

Creative
Creative
Plan
Plan

Out-of-Home Advertising
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Outdoor is a passive medium but the message is very


visible.
1. Outdoor ads reach the same audience
frequently.
2. A wide variety of alternatives are available.
Outdoor can be virtually anywhere!
3. An ideal medium for shotgun media
strategies in key markets.