Media planning

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For an effective advertising, a company must first carry out a media planning. It consists for the company to select the media and the supports to use throughout the advertising campaign. To choose the most adapted media and supports, the company can base itself on :

– their coverage rates,
– their contact rates,
– their power,
– their advertising impact.

It will also be necessary to take into account the preferences of the intended targets and the nature of the messages to be transmitted (visual or audio). The amount of the budget to be allocated to communication also influences the choice of media and supports.
The elaboration of the media plan also translates into the establishment of a campaign calendar or media plan. This lists not only the selected media, but also the dates and frequency of broadcasting. Once the choice of media and supports has been validated, we immediately proceed to the purchase of spaces.