Media Planning


Meaning of Media Planning:

Media planning is the process of designing a course of action that shows how advertising time and space will be utilized to contribution to the achievement of marketing and advertising objectives.


Process of Media planning:

Media planning is a time consuming &lengthy process which involves the following steps:

  • Deciding about target market for advertising
  • Decision about advertising message
  • Matching media with target group
  • Selection of the media
  • Selection of specific media vehicles
  • Selection of media schedule
  • Allocating funds to each media 7 vehicle


  • Deciding about target market for advertising:

Every media plan start with target audience. For this the data regarding certain areas like  i) age group ii) sex ratio iii) language used iv) cultural & social background & v) religious beliefs needed to be collected.


  • Decision about Advertising message:

This is the second step & in this step the consumer profile & media preference of target consumer group need careful consideration.


  • Matching media with target group:

In the third step in the process is to match the target group (s) profiles with the most suitable media.


  • Selection of the Media:

The factors should be considered while selecting the advertising media:

  1. Media habits of target groups
  2. Nature & feature of a product
  3. Cost of the media
  4. Message
  5. Miscellaneous factors
  6. Legal & ethical consideration
  7. Media life &” flexibility
  • Media vehicles used by competitors
  1. Objectives of the advertising campaign


  • Selection of specific media vehicles:

Once the media for advertising is selected, the media planner is then required to select specific vehicles (s) within a media. Example: if we select the print media, the vehicle carrying advertising message may be “The Times of India” or “Mid-day” or “The Indian Express.”


  • Selection of Media schedule:

Media schedule means the timetable of media insertions.


  • Allocating funds to each media & vehicle:

The allocating is made out of the total advertising budget.



The following two tabs change content below.

Leave a reply is aimed at revolutionising Bachelors in Management Studies education, also known as BMS for students appearing for BMS exams across all states of India. We provide free study material, 100s of tutorials with worked examples, past papers, tips, tricks for BMS exams, we are creating a digital learning library.

Disclaimer: We are not affiliated with any university or government body in anyway.

©2020 BMS - Bachelor of Management Studies Community 

A Management Paradise Venture

Ask Us On WhatsApp

Log in with your credentials


Forgot your details?


Create Account