Media planning

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Under media planning of the entire planning process for the targeted use of is mass media ( magazines , newspapers , radio , television , Internet , etc.) for the purpose of advertising understood.


The media planning process is integrated into the marketing management process . In order to achieve the advertising goals derived from the marketing goals , media planning analyzes the following questions:

  1. What budget do you need?
  2. What is the advertising message?
  3. Who should the advertising campaign reach? ( Target group )
  4. Which form of advertising should be used? ( Advertising material )
  5. In which media should you advertise? ( Advertising medium )
  6. When and where should you advertise? (temporal and geographical spread)
  7. How should you advertise? (continuously or intermittently)

Following these questions or this planning, the advertising is carried out and the advertising success control is carried out .

The increasing number of advertising media such as private television and an increased number of general-interest and specialist magazines as well as the emergence of numerous electronic media (e.g. World Wide Web , e-mail , web feeds , radio data systems, etc.) and new poster formats have made media planning made considerably more complex since the 1980s and led to the specialization of numerous companies in the sector. That is why media planning has increasingly been carried out by specialized agencies ( media agencies ) since the mid-1980s . Until then, media planning was done in advertising agencies. Some companies also set up their own media departments in order to implement the individual advertising concepts precisely and independently.

In media planning, agencies are increasingly expected to prove the effectiveness of a campaign. In order to be able to meet this requirement, departments were created in numerous agencies that conduct research into advertising effectiveness .

The aim of media planning is the optimal use of the advertising budget within the communication goals of a company. These can include increasing awareness and sales.

Important key figures in media planning include reach , contacts ( thousand contact prices (TKP)) and gross rating points (GRP) . In addition to purely quantitative goals, the quality of the contacts is of great importance in order to meet the target group as precisely as possible and to minimize wastage.

The media planning takes place i. d. Usually software-supported in order to be able to calculate the non- overlapping net reach of a media plan in relation to the target group. Examples of such programs are M-Cloud, MDS and mediMACH.

Media selection in marketing communication policy

The thousand-contact price is used as an aid for the final creation of the budget distribution plan for media selection .

Intermediate selection

The intermediate selection deals with the selection of the individual advertising media groups. The advertising media groups can be characterized on the basis of various criteria and assessed with regard to their suitability for achieving the communication goals.

The criteria for intermediate selection include:

  • Function for the user and usage situation
  • Frequency of publication
  • Reach and distribution (quantitative / qualitative)
  • temporary availability
  • Position in the media mix
  • Data sources
  • Market performance and profitability
  • Production costs of the advertising media

Intramedia selection

The intramedia selection deals with the choice of advertising media within an advertising media group.

The selection criteria for intramedia selection include:

  • Range of the medium
  • Credibility of the medium
  • Image of the medium
  • Useful price and cost of the medium
  • Availability of the medium
  • editorial and advertising environment of the medium