Q1C · Explain the Importance of Media Planning

Answer

Why media planning is important

1. Increasing media options: newspapers, radio, television, outdoor and digital vehicles have different strengths. Planning selects a suitable combination instead of purchasing exposure randomly.
2. Increasing audience fragmentation: different groups follow different channels and programmes. Research identifies where the intended public can actually be reached.
3. Increasing cost: production and placement use a limited budget. Comparing relevant cost and audience quality helps reduce waste; the cheapest exposure is not always the most useful.
4. Increasing competition: competing messages create clutter. Timing, context, creative suitability and repetition help the message obtain a fair opportunity to be noticed.
5. Increasing complexity of media buying: different formats, schedules, buying conditions and measurement systems require coordination. A clear plan connects choices to objectives and provides a basis for evaluation.