Media planning and choosing the right media

What is media?

What is media planning? How can you choose the right media? What is media monitoring in advertising? To get the answer to each of these questions, we must first know what is the media? Media is generally a communication tool or channel through which a message is transmitted from the sender to the receiver. Of course, this is a basic and simple definition of media and is considered a general definition of media. The definition of media from the point of view of advertising campaigns is that advertising media is a type of tool for conveying sales messages and business and marketing slogans to target market audiences. The media are generally divided into three main 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 internet.

  3. Cognitive media: line and music, photos and images and languages.

What is media planning?

Media planning refers to a set of decisions that are made regarding the message and purpose of advertising to the audience, and advertising is formed based on these decisions.

To be more precise, media planning predicts how to deliver the advertising message to the buyers and consumers of the products and services of a business, which is formed by different decisions. These decisions may be changed or modified several times during implementation. which is finally a guide and a model for choosing media for advertising.

To start this process, i.e. to attract the audience, a specific and specific strategy must be developed for each media. Media planning is formed after the goals and strategies are determined. To understand media planning, you must first familiarize yourself with some terms, and we will define some of these terms.


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

Reaching the target audience

Reach means that the target audience of our ads has been exposed to the message of our ad at least once in a ceratain period of time.

Audience rates and prices

This indicator in advertising means what percentage of people have the possibility to see and face your advertising campaigns.

The rate and price of the target audience

In the science of advertising and media planning, the rate and price of the target audience means what percentage of the audience of a media can be the target audience of your advertising campaign. The advantage of this indicator for media planning is that it identifies the audience that was exposed to the advertising campaign but was not the target audience.

Effective factors in media planning

The most basic step in advertising and advertising campaigns is to find an audience for advertising. Media planning looks for the audience for advertisements and seeks to develop ways that can expand advertisements to search for the target audience. With this, media planning can establish its goals and convey its message to the audience through different media.

This process means media planning for each campaign with the aim of attracting more audience. It starts by examining the previous advertising trend and is updated according to the habits of the audience and consumers. This review in the media planning that takes place in every campaign causes a more detailed analysis of the needs of the audience, determination of new goals and a more detailed examination of competitors.