# Explain three functions of media planning.

Subject: Advertising and Public Relations

Exam: M2

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Short exam answers with examples

### Practice question. Explain three functions of media planning. [3 practice marks]

#### Answer

1. It identifies the target audience and suitable channels.
2. It coordinates timing, reach and frequency so that delivery supports communication objectives.
3. It allocates the budget and provides criteria for evaluating effectiveness and reducing avoidable waste.

#### Illustrative example · Limited local budget

A neighbourhood tuition class may waste most of its budget in a national campaign. A researched local mix can reach eligible families more efficiently, while tracking enquiries helps reveal whether delivery produces useful responses.