Media planning forms the first step towards developing a successful media ad campaign. It helps in deciding how to develop the ad campaigns, what should be the basic targets that are to be achieved from such campaigns and how to use different media effectively to spread the intended message across. The process starts with reviewing the current trends of the industry as well as carrying out an evaluation of current media associated with a particular industry.
It helps in understanding consumer motivations and habits that may determine their response to a particular campaign.
This basic audience research is then followed by dividing the resources meant for the campaign across multiple media platforms. By carefully analyzing the needs of a business, its competitive position and marketing objectives and goals, the media planning agency can come up with ways to effectively utilize the advertising budget.