MEDIA PLANING process explained.

“Marketing is really just about sharing your passion.” – Michael Hyatt


Founder of AdwayCreative Advertising Company

Table of Contents


A service for anyone aiming at a high return on investment for advertising. The process consists of 8 major steps, explained below:

1 - what is the Situational analysis ?
% of the whole process 12.5%

Purpose: To identify the marketing problem


The analysis of the company is based on:

1. Amount and share of the common market.

2. History of sales, costs and profits.

3. Advertising Distribution network practices

4. Sales Methods.

5. Advertising usage.

6. Defining the perspectives.

7. Nature of the advertised product.

2 - what the Strategic marketing plan include ?
% of the whole process 25%

Purpose: To plan marketing actions and advertising ideas, that will solve one or more marketing problems. 


The process involves determining of:

1. Marketing purposes.

2. Budgetary strategy.

3. Advertising Distribution network and strategy.

4. Which elements of the marketing mix will be used.

5. Determining the best marketing segments.

3 - what is the Strategic "Creative" Plan ?
% of the whole process 37.5%

Purpose: To determine what ad message will be communicated. 


Includes determination of:

1. How the advertised product can meet the needs of users.

2. How the product will be positioned in the ads.

3. The specific objectives of every ad.

4. Quantity and the size of the ads.

4 - what is the purpose of the media goals in advertising ?
% of the whole process 50%

Purpose: To turn marketing tasks and strategies into goals that can be achieved through media advertising.

5 - what is the purpose of the media strategy in advertising?
% of the whole process 62.5%

Purpose:  To turn the media goals into general guidelines that will be used to determine the choice of media and how it will be used.

6 - what the Мajor media classes include in advertising ?
% of the whole process 75%

Purpose: Compare different media and to determine which one will best meet for the above criteria.  Includes comparison and selection of wide media classes such as newspapers, magazines, radio, TV etc.

7 - what include the process of Selection of specific medias?
% of the whole process 87.5%

Purpose: To compare and choose the best medias in preferred advertising distribution network in selected major media classes.


 Again with the help of the predefined criteria.

– If we choose to advertise in magazines, which specific magazines can we choose? etc.

– If we choose TV, to stop at national or regional channels? etc. etc.

8 - what are the right Solutions for advertising distribution ?
% of the whole process 100%

Purpose: To turn marketing tasks and strategies into goals that can be achieved through media advertising.


– Outdoor advertising? (Which places? Etc.)

– Press? (In which months will we advertise, how many ad types will we need to use, at the beginning, middle of the end, or in another position will we have to place them?)

– Television and radio? (How many broadcasts will be needed, which part of the day, between which programs? Etc.)

Media planning and purchasing glossary

Media planning – A series of solutions needed to deliver the advertising message to users. Requires the development of specific media goals and media strategies. In the main sense, the purpose of the media plan is to find a combination of media that enables a marketing specialist to deliver the creative in the most effective way to the greatest number of potential customers at the lowest cost.

Media goals – Media goals are the goals for the broadcast and should be limited to those that can be achieved through media strategies.

Media mix – the goals, characteristics of the product or service, the budget, personal preferences are part of the factors that determine what media mix to use.

Media strategy – a plan of actions aimed at achieving the media objectives.

Media environment – the general categorization of the various channels of delivery of the advertisement (television, radio, press, outdoor advertising, etc.)

Media vehicle – specific carriers within the media environment (for example, “24 hours” and “Trud” are printed vehicles, BTV and NOVA are media vehicles) Each of the vehicles has its own advantages and disadvantages.

Scope – is a measure of the number of different audience members who will see the media at least once in a given time period.

Coverage – refers to the potential audience that the message could receive through the selected vehicle.

Frequency – Frequency refers to the number of users who will see the media in a given period.

Index – an indicator of market potential. This number is derived from the formula.

Percentage of users in a demographic segment

Index = ————— x 100

Percentage of the population in the same segment.

Brand development index – helps marketers take account of the percentage of use of a product in a given geographical area in the decision-making process.

Segment development – The CDI provides information on the potential for development of the common category of products rather than specific brands. When this information is combined with BDI, a much deeper promotional strategy can be developed.

Unnecessary coverage – Scope of ad delivery that reaches people who are not potential buyers and/or users. Consumers cannot be part of the targeted target market, but they can still be considered potential – for example, those who buy the product as a gift to someone else.

Continuous advertising – an uninterrupted advertising strategy. Such a strategy could be applicable to the advertising of food products, detergents or other products that are consumed constantly, regardless of the seasons.

On periods – Advertising strategy at different times. For example, Snow Skies are strongly advertised between October and April; Less in May, August and September; And not at all in June and July.

Pulsating – A strategy combination of the first two methods. Is a continuous ad, but at certain times, ads are increasing. For example, in the beer industry, advertising continues throughout the year but may increase during holiday periods.

Unsullied and duplicated range – for example, if an ad is shown in a single show, we can calculate its range, If it is shown in 2 broadcasts, in front of different audiences, this is the undiluted range. In some cases, the same people will see the ad in both shows – this is the duplicate range. Non-duplicated reach defines views to potential new clients, duplicate reach gives information about ad serving frequency.

Program rating – Measuring the potential reach of advertising in the radio and television industry.

Gross rating points – A digital indicator that tells how many potential users in the target audience can reach ads.

Target Audience – determines the exact number of people in the main target group to reach a media outlet. Unlike GRP, here are not people who are not potential clients.

Effective reach – Determine the percentage of an audience of the selected media vehicle that will be reached after each effective increase in the ad serving rate. The concept stems from the fact that only 1 displaying the ad is not enough for it to be taken by potential customers. For example, if an ad is shown 3 times it flows as ineffective contact, and if 10 times are considered to be ample, that is once again ineffective.

Creative aspect – It is possible to increase the success of a campaign with the help of highly creative advertising. But in order to apply this creativity, the choice of a media environment should allow this creative to be used.

Mood/emotion – Some media could reinforce the creativity of a creator because they create a set that is paralleled with the ad message.

Absolute value – the actual price to be paid for the use of a media environment or vehicle.

Relative value – refers to the relationship between the price paid for the advertising time (place or 

size) to the number of users it will reach. It is used to compare the performance of media vehicles. An important value because it helps optimize the budget in a way that the ad can reach as many people as possible.

Price to a thousand – used in press advertising. CPM = absolute ad value / number of x magazine readers xNUMX. (The price for 1000 reached the reader)

Price x Rating Points – used in television. CPRP = the price paid for the ad/rating of the program.

Target CPM (TCPM) – Price to a thousand, but to the target group and not to the whole group of people who will see the ad.

Readers to copy – Number of users who will see the same ad – in other words, the same ad can be seen by more than one person in one issue of the magazine.

Passing Audience – The number of people who can see the advertisement in the magazine without buying it.