Media Plans

Media planning is the process of choosing a course of action. Media planners develop yearly plans that list each media outlet--print or broadcast. Planning then gives way to buying, as each separate contract is negotiated, then finalized.

In developing your media plan, you will

• Review your marketing objectives through the "lens" of media planning.
• Review the options available.
• Evaluate them against your objectives.
• Set your minimum and maximum budget constraints.
• Create alternative scenarios until you uncover the strategy that accomplishes your objectives within those constraints.
• Develop a schedule describing ad appearances in each medium.
• Summarize your plan in the form of a calendar and a budget.
• Negotiate with media representatives to execute your plan.