Media Planning

What is media?

What is media planning? How is selecting the appropriate media facilitated? What is media monitoring in advertising? To reach the answer to each of these questions, we must first understand what media is. Media is generally a communication tool or channel through which a message is transmitted from sender to receiver. Of course, this is a basic and simple definition of media and can be considered a general definition of media. The definition of media from the perspective of advertising campaigns is that advertising media is a type of tool for conveying sales messages, business slogans, and marketing to target market audiences. Media is generally divided into three major categories:

  1. Perceptual and sensory media: This type of media is related to time and place.
  2. Technical media: These media include newspapers, television, and the internet.
  3. Cognitive media: Lines and music, images and pictures, and languages.

What is media planning?

Media planning refers to a series of decisions made regarding delivering messages and advertising goals to the audience. Advertising is shaped based on these decisions; this process is called media planning.

More precisely, media planning predicts how to deliver advertising messages to the buyers and consumers of a business’s products and services. This process takes different forms through various decisions, which may be altered or modified multiple times during implementation. Ultimately, it serves as a guide and a model for selecting media for advertising.

To initiate this process of engaging the audience, a specific and clear strategy must be developed for each media channel. Once the objectives and strategies are defined, the media plan takes shape. To understand media planning better, one must first become familiar with several terms, and below, we delve into defining some of these terms.


The goal of media or media is to convey a message to the audience. These programs include audiovisual media in which advertisements are presented. For example, a billboard is a media or medium that is installed on the street and carries a certain type of message or advertisement.

Target audience access

Access indicates that the target audience of our advertisements are exposed to our message or advertisement at least once during a specific period.

Audience rate and price

This index in advertising means what percentage of the population has the possibility of seeing and encountering your advertising campaigns.

The rate and price of target audience

In the science of advertising and media planning, the rate and cost of target audience mean the percentage of a media’s audience that can be the target audience of your advertising campaign. The advantage of this indicator for media planning is that it identifies the audience that have been exposed to the advertising campaign but are not the target audience.

Factors affecting media planning

The initial step in advertising and advertising campaigns is finding an audience for the ads. Media planning involves searching for the audience for advertising and aims to expand ways to reach the target audience through advertising. Through this process, media planning can establish its goals and convey its message to the audience through various media channels.

This process means that media planning for each campaign starts by examining previous advertising trends and is updated based on the habits of the audience and consumers. This analysis, which takes place in media planning for each campaign, leads to a more precise analysis of the needs of the audience, setting new goals, and a more thorough examination of competitors.

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