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AMIT MEHLA

Media Planning

WHAT IS MEDIA PLANNING? Getting the right message…

… in front of the right person… … at the right time…

… with the right amount of money…… to generate the right response.

Ad agency vs. Media agency Media Buying, too

THE COMMUNICATIONS MODEL

Ad AgencyMedia Agency

Source: Advertising & Promotion (Belch & Belch), 2007

MEDIA PLAN COMPONENTS

Who?

Targeting

What?

Media Channels

Where?

Geography

When?

Scheduling

How Much?

Delivery