ABSTRACT
This chapter discusses some of the challenges and main influences on media planning. The principles of media planning are outlined and the main factors that planners consider when devising media plans are highlighted, including; reach, frequency, recency, effective cover and context. The chapter provides an overview of some of the key media planning calculations used and discusses the ethical considerations that advertisers need to be aware of when planning and booking media, including; ad fraud, diversity, informed consent, hate speech, children’s wellbeing and mis/disinformation.
