Media Planning

Media Planning

“The process of determining how, when, and as well as to whom a marketing or promotional message will be marketed or promoted is commonly known as media planning.”

In this article, we will explain What is media planning, what are the types of media planning, the importance of media planning, and provide the process to create a successful media plan.

What is Media Planning

Media planning is the process through which marketers establish how, when, and where to deliver their chosen advertising message to their target audience. Media strategists examine commercials and construct the most efficient strategy to express them to the desired audience.

A well-executed media strategy will generate a variety of marketing options that focus on a particular audience while remaining within the company’s marketing budget.

Marketers frequently consider the following factors when developing a strategic Media plan:

  • Who does the advertisement need to reach?
  • How much money will be spent on marketing?
  • Conversion objectives
  • The message’s periodicity
  • The message’s impact & Reach
  • What is the definition of success?

Media planning is primarily concerned with developing a strategy, analyzing its efficacy, and altering it, whereas advertising is the strategy’s implementation.

Types of Media Planning

To develop an efficient media strategy for a company, Media Planner must first determine which types of advertising (traditional or digital) would be cost-effective and successful in terms of sales.

Media Planning

Digital Media Includes:

Paid Media

Paid media describes advertising that is the outcome of a brand’s resources will be allocated. Pay-per-click advertising, display ad, and branded content are all examples of this. This is the most typical method for brands to gain visibility and increase sales.

Owned Media

 Owned media is material that your brand owns, such as blog entries and social media profiles. You may boost client reach and brand recognition by expanding the usage of the company’s owned media.

Earned Media

Earned media refers to the publicity received by a brand from sources other than its own. Customer reviews, media attention, and word-of-mouth, for example, are all examples of earned media. This type of media is useful since it frequently derives from customers. This input might also help you enhance the quality of your product offerings.

Media Planning

Traditional Media includes:


Magazines have a longer life span and may often be found in the possession of a customer for approximately three to six weeks since being read. Because individuals read quicker than they can listen, information in this media is more likely to be recalled. According to research, magazine advertising is more trusted than other types of media.


Local newspaper advertising is an amazing approach to keeping a brand’s message local. Marketers may choose which area of newspaper advertising to insert for enhanced targeting when using this media. If they want to target people who are fascinated by cars, they might place their ad in that part of the newspaper.

Television & Local Cable

This media is extremely visual and may show items in regular situations. For example, if you offer Health-Care supplies, customers may see the advantages of your products and how they can be used in their homes. This media is widely used, as the typical Pakistani watches 6 to 8 hours of television every day.


Billboards are enormous and attract attention. If a marketing message is placed in the right position (shown to the right audience) it has the tendency to reach more than 1500 people in one month.

Finally, the brand that wants to formulate a media plan may pick what resources and kinds of media will fit perfectly with their media plan by balancing the costs and opportunities of each channel.

Social Media is acknowledged to be the best form of Digital Media.

Billboard & TV’s are know to be the best from of traditional Media

Benefits of Media Planning

Marketers utilize media strategies as the foundation for launching any advertising campaign. We will explain why it is so important in reaching the company’s promotional goals.

1. It aids in determining the proper Goal/Aim

Advertising without a goal can be a waste of time and money. You may wish to raise brand recognition, attract more consumers, encourage repeat purchases, or establish a great reputation. A clear aim is necessary for the construction of a media plan since it directly determines the success of your marketing.

2. It enables marketers to create effective strategies and determine the optimal time to promote.

The style in which you communicate your promotional message to potential customers is critical. To ensure the success of your advertising campaign, make sure your campaigns are both eye-catching and compelling. Marketers may also use media planning to find the best time to communicate with their target audience.

3. It assists in the optimization of the marketing budget.

In most cases, you can only use a few numbers of the most relevant platforms in your advertising effort. Overspending on media implies paying too much attention to less effective mediums. So, the benefit of media planning is that you will be able to see the entire advertising campaign at once which would ultimately help you to optimize the expenditures required to generate effective media campaigns.

Media Planning Process

  • The Process of constructing a Media Plan:
  • Step 1

    Determine the goal

  • Step 2

    Find Target Audience

    Step 2

  • Step 3

    Conduct Competitior Reseearch

  • Step 4

    Define the tone & Devleop the Mix

    Step 4

  • Step 5

    Implement your Media plan & Analyze

Determine Media Goals:

It is hard to assess the effectiveness of your campaign if its objectives are unclear. Some marketers recommend that Media Planners must develop SMART objectives in order to make them more attainable. SMART suggests that your campaign’s objectives should be precise, measurable, achievable, relevant, and time-bound.

Find Target Audience

After you’ve determined your goals, you should consider to who you’ll show your commercials. Create customer profiles and define their attributes, wants interests, and lifestyles. Consider how you may convince them to purchase your products.

Conduct Competitor Research

Understanding how other firms on the market sell their products is critical for developing a strong competitive edge. Analyze your rivals’ advertising efforts and highlight the benefits and drawbacks of each brand’s media strategy. Use this information to strengthen your future commercials and prevent any major hurdles that other businesses may encounter.

Define the tone & Allocate the Budget

Realize and know how to convince consumers to select your brand Create advertising messages depending on the objectives you’ve defined. Second, provide this knowledge in a way that your audience is prepared to comprehend it.

To prevent wasting your Budget, you should focus on a few efficient media platforms. Determine the platforms that your target audience utilizes the most and the cost of advertising on them. Determine the amount of your money that you are willing to spend on each platform and create a media mix to achieve the campaign’s goals.

Implement your Media Plan & Analyze

A media planner’s job does not end with the launch of a campaign. Keep track of the outcomes and be prepared to make improvements right away if something goes wrong. Analyze the overall performance of the campaign and utilize the results to improve future promotions.

We at IT Sarkar are one of the leading media planning services in Pakistan for newspaper, TV, and digital ads. We are specialized in creating effective ad campaigns for our clients. Contact us today to get the best advertising rates from the online newspaper and TV

Final Thought

With a robust media planning approach, businesses can make stronger data-driven choices about increasing marketing ROI and increasing conversions.

It may appear to be a hard process at first, but the experience itself is nothing but enjoyable. You will discover aspects of your company that you had not previously explored.

Many companies discover that a well-thought-out media strategy formalizes many things they intended to undertake but lacked the structure to get started on.

So, if you want to implement a well-thought-out media strategy contact IT Sarkar by filling out the form below.

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