MEDIA PLANNING

Media planning is the skill of recommending which paid-for media channels should be used and in which combination to deliver an advertising message that engages the consumer.
 
We use research and planning tools to ensure we deliver the most effective solution to meet our clients' objectives.

An effective media selection should cover:
 - Which media does my target audience best relate to?
 - How does my target interact with the media?
 - What are the advantages and disadvantages of each media?
 - What combination of media will work best to achieve my goals?
 - How effective is the media in delivering my objectives?
 - What percentage of my target audience can the media reach?
 - How efficient is the media in terms of cost?
 - What creative implications do I need to consider?
 - How affordable are the media options considering my budget?
 - How does my competitor use media and how should this influence by media choice?
  (see the resources section for media strengths and weaknesses)

In addition a media strategy should recommend:
 - Reach and Frequency goals: how many people need to receive your message and how many times
 - Flighting: when each media should be active and for how long
 - Timing: when is the most effective time to advertise
 - Geography: what markets will deliver the best return (CDI/BDI, distribution, cost index, etc)
 - Budget: how much will it cost to deliver your objectives/goals effectively