Marketing Communications

252 CHAPTER 8 MEDIA PLANNING

Introduction

Media planning is receiving more and more attention. This is not surprising since the cost of

buying advertising time and space makes up 80% to 90% of the advertising budget.^1 The latter

also explains the recent attention paid to integrated marketing communications, the purpose

of which is to use all advertising media, as well as other communications tools, as effectively

and efficiently as possible. Attention is paid to each of the different steps in a media plan.

Media planning is not just a matter of selecting the appropriate media, given the target group

of the advertising campaign and the characteristics of the different advertising media. It is

also a technical issue in which the components of media objectives (such as frequency, reach,

weight, continuity and cost) are calculated and compared. Both technical media objectives

and criteria for selecting the media mix and characteristics of the different media are dis-

cussed. Furthermore, the importance of creativity in the use of media and possible influences

of the media context are highlighted.

The media planning process

The purpose of media planning is to draw up an adequate media plan. A media plan can be

defined as a document specifying which media and vehicles will be purchased when, at what

price and with what expected results. It includes such things as flow charts, the names of

specific magazines, reach and frequency estimates and budgets.^2 Creating a media plan is a

process which consists of different steps (Figure 8.1).

Just as an environmental analysis is necessary to formulate the marketing strategy and

to create a marketing plan, the communications environment needs to be screened to formu-

late a media plan. First of all, media planners should be acquainted with all regulations

and legal aspects, as well as with local habits. Is TV advertising allowed; do people watch

predominantly TV, read magazines or listen to the radio, etc.?

Secondly, media planners should be able to judge the communications efforts of the

competition. In this respect, the following elements are important:^3

Figure 8.1 Steps in media planning

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