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Media Planning
Definition one: the process of deciding how to most effectively get your marketing communications seen by your target audience.
Definition Two:
A process for determining the most cost-effective mix of media for achieving a set of media objectives.
•Goal: maximize impact while minimizing cost
•Media is often the largest MC budget item
Definition: Three:
The design of a strategy that shows how investments in advertising time and space will contribute to achievement of marketing objectives.
Definition four:
Media planning is about determining the best Media Mix (i.e., the best combination of one-way and two-way media) to reach a particular target for a particular brand situation.