Advertising and Public Relations · TEE · papers
Q1C · Explain the ‘Importance of Media Planning.’
2025-12-11 · Final examination
Actual TEE paper · 100 marks · Q1 compulsory + any four complete Q2–Q7
The original paper does not print an individual mark for this part. The displayed 5 preparation marks are an inferred study allocation, not a printed mark.
2025-12-11 · Q1C · Previous-paper question. Explain the ‘Importance of Media Planning.’ [5 preparation marks]
Answer
Why media planning is important
- Increasing media options: newspapers, radio, television, outdoor and digital vehicles have different strengths. Planning selects a suitable combination instead of purchasing exposure randomly.
- Increasing audience fragmentation: different groups follow different channels and programmes. Research identifies where the intended public can actually be reached.
- 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.
- Increasing competition: competing messages create clutter. Timing, context, creative suitability and repetition help the message obtain a fair opportunity to be noticed.
- 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.