ABSTRACT
This chapter focuses on understanding what media planning is and its importance to marketing communications manager. It elaborates on the steps involved in creating, executing, and assessing a media plan. The definition of media objectives, creation of the advertising campaign, and formalization of goals and strategy in the form of a media plan are discussed in detail. Media planning, which helps to determine the best method for an advertiser to invest across media in order to obtain the best outcomes for a firm, is both a science and an art. Before implementing the strategy, the media manager must provide answers to a few questions during the planning and eventual execution phases. The chapter also elaborates on the process of developing and implementing media strategies. The media strategy and planning help managers in identifying whom should they speak to, where should they promote and interact with their target audience? When is the best moment to send the communication message to the intended audience?
