Media planning
DefinitionPaid Media
Media planning
Deciding where, when and how often a campaign should appear to reach its audience efficiently: channel mix, budget split, timing, reach and frequency goals. The strategy half of media; buying executes what planning decides.
Evidence from the library
Plan the media mix monthly, reallocate weekly, and keep a no-strings testing poolPrincipleBusy Work = 38% of campaignsAdvertising Planning Matrix - Growth Engine, Cult Hit, Paid Noise, Busy WorkPrinciple"Brand and performance are just channels. As a marketer, your job is to find attention at the best value, and then you need to make that attention count. Finding the best value is the media buy; making that attention count is the creative."QuoteBrand building and sales activation need different mediaPrinciple£1 vs £40 CPMThere's no relationship between media price (CPM) and creator campaign outcomes - cheap buys can win, expensive buys can lose.Warning
Source
Marketing Definitions
standard media practice
More from this source
DefinitionShare of voice (SOV)DefinitionExcess share of voice (ESOV)DefinitionReachDefinitionFrequencyDefinitionBrand buildingDefinitionSales activationDefinitionBrand liftDefinitionIncrementalityDefinitionAttributionDefinitionMarketing mix modeling (MMM)DefinitionShare of searchDefinitionHalo effect