Media planning is often mistaken
with simple buying of commercial spaces for advertising.
It's not that simple.
First of all, one has to
make clear, what time, what media and what methods will be most appropriate in
order to achieve the desired result.
Where to hang the banners?
What time and radiostations
shall one choose to broadcast a commercial?
Is a men’s magazine suitable
for women’s hygiene products commercial?
When the strategy is
created, then and only then comes buying of commercial spaces and airtime.
Accurate media planning is
half of commercial success.