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Nowadays social media which is primarily for communicating information has essential among people. The developing trend in World-wide Web (WWW) has increased knowledge purchase, sharing and transfer of information has become easier than before. People from all walks of life can now easily share information, Images and post both motivational thoughts on the social networking and advert jobs. With the Advancement in technology, these may be convenience time with tablets, or personal computers. . Social networking only identifies online tools created for the Intent behind interaction and content sharing among people.In today’s competitive marketing landscape, marketers need to serve consumers with the right message, at the right time, on the right channel in order to see engagements. Media planning is where marketers determine what these “rights” are. Media planning is most often done by media planners at advertising agencies. Media planners must work with media buyers and the client organization to develop a strategy to maximize ROI on media spend. Media planners are required to have a firm understanding of the organization’s brand and target audience, various media platforms and developing media trends.


Media planning is the process by which marketers determine where, when, and how often they will run an advertisement in order to maximize engagements and ROI. The media plan might split advertising spend and resources between various online and offline channels such as broadcast, print, paid ads, video ads or native content. Media planning involves setting certain media objectives and strategies to accomplish the pre-determine business or advertising objectives. 

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Media planning involves setting certain media objectives and strategies to accomplish the pre-determine business or advertising objectives.

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Media planning is the process of strategizing and purchasing ad placements by determining the best combination of media to achieve marketing campaign goals. … They must consider the service and/or product being advertised, the ideal target audience and the marketing campaign goals.

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Purpose of media planning

The fundamental purpose of a media plan is to determine the best way to convey a message to the target audience. A media plan sets out a systematic process that synchronizes all contributing elements in order to achieve this specific goal.

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The goal is to formulate a particular combination of media that would enable the advertiser to communicate the message effectively to a large audience at lowest cost.

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Media Planning is very important before running any campaign. Money which you will be investing in marketing should be allocated very well across suitable media platform to generate maximum return on investment. Otherwise, your whole investment would be wasted and it will not help in your business.

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Benefits of media planing

  1. Targeted Audience
    • Effective media planning affords the opportunity to directly marketing to the right audience.
    • Ability to target ads to a targeted audience will help to reach only relevant people with marketing promotions. 
  2. Targeted Media
    • Media planning affords the opportunity to invest only in the media that potential customers visit.
    • Media planning will assist to invest the advertising budget in the right media that will guarantee high return on advertising investment.
  3. Investment in digital media
    • Media planning helps to reach out to well-targeted audience in the digital media.(In this digital age, there are so many prospective clients to reach out through digital marketing)


Marketing strategies that operators need to focus on As it allows consumers to receive information about that product or service Quickly and thoroughly As well as advertising in various forms Still contributing to customers’ product consumption decisions.

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Public relations

A strategic communication process that builds mutually beneficial relationships between organizations and their publics. And A public relations specialist drafts a specialized communication plan and uses media and other direct and indirect mediums to create and maintain a positive brand image and a strong relationship with the target audience.

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Product advertisement

Product advertising is any method of communication about the promotion of a product in an attempt to induce potential customers to purchase the product. Advertisement usually requires payment to a communication channel. The general objective is to increase brand awareness or to demonstrate the differences between product and competing products in order to sell them.

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How to create media plan effectively

1. Time is important

  • Things to keep in planing media is a matter of time
  • The right place (communication channel) at the right time (promote at the most provide moment)
  • will help make the results more satisfying

2. Choose the media to hit the target group

  • Analyze target group to be able to plan media
  • For example, who would you like to convey to? And what channels can help them reach those groups? If wrong from the target group may not have any value

3. Use the right creative

  • Creating works to be used by people is very important. Especially in the context of adjusting to the target group is an important technique that will help increase the positive response.

4. Connect with the real world

  • In an age that digital media is still growing. The key to helping the media succeed is undersanding of consumer behavior

5. Measure correctly

  • People can create various methods. In order to ecaluate things that are curious and measured by those. Planners need to have an understanding. In the same way to use evalution forms and measurement tools accurately, which may not be just sales

6. Look carefully

  • A good planner must know and capture that competitors. To make sure the media plans stand out enough to complete, Be careful in terms of budget usage. Idea , time period and goal

7. The best media plan

  • In the era of automation, Partnership does not help to make much sense. But good media planing should be a combination of brand distributors and advertisers

The 7 main strategies mentioned below regardless of the agency, large and small are based on the guidelines for their work. Therefore able to answer the question well that why do small agencies have outstanding performance, not as big as agencies.

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