The first step in media planning i.e. to match the media with the target group. The better the match of the target with the media, the less will be the money wasted on delivering the messages to the consumers for whom the product was intended to. This is known as “weighting”.
The second step in media planning process will be the selection of the “Media Mix” or the most optimal combination of media. It is important for the media planner to distinguish between media types, vehicles and media units.
E.g. Contract Ad Agency used only Star Network for planning the media for the launch of Cadbury’s new chocolate “TEMPTATIONS”. In this process it was a WIN-WIN situation to both CADBURY and STAR because both of them got benefited. Contract launched a sales promotion scheme with the help of Star Network for Temptations.
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