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  • Writer's pictureElla Donais

Media Planning: The Basics

Updated: Oct 11, 2022

Media planning is the process of developing an effective media strategy and action plan. A media plan provides recommendations and detailed rationale for all media activities and spending. A good media plan will include recommendations for traditional and digital media as well as any relevant marketing services and non-traditional media.


Here are a few things that might be included in a media plan:

  • Target Audience: Where are they located? Who are they?

  • Recommendations: What types of media should be used? Why should they be used?

  • Content/Media Schedule: When will these advertisements run throughout said campaign? How often will they occur?

  • Budget(s): Amount spent per media channel

  • Calendar (Flow Chart): What media, when and where it will be scheduled?

Media plans often get lost because business owners and advertisers don’t have the time, tools, or experience required to do it on their own. Media planning helps to control wasteful advertising, in the absence of media planning the advertiser may select inappropriate media, or may issue the advertisement at the wrong time and thus the advertising message may not reach the largest audience.

The importance of having a media plan is listed as follows:

  1. Helps in achieving advertising objectives

  2. The selection of appropriate media

  3. Optimum utilization of all resources

  4. Ensures appropriate timing of advertisements

  5. Helps in allocating the advertising budget


Having a media plan is an elemental component of your business’s ability to successfully publish, create, and share media content.

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