Jilda_Ch10

Media Plan

Media planning generally entails sourcing and selecting the best media platforms for client's brand or product to use. It determines the best combination of media to communicate the message and achieve the marketing objectives. However, there are factors that complicate the process in media planning like insufficient information, inconsistent terminology, time pressures and the difficulty of measuring effectiveness.

http://www.adweek.com/brand-marketing/5-secrets-making-winning-media-plan-172261/

This article talks about five characteristics that are in any great media plan:

• Reach
• Differentiation
• Connected system
• Engagement
• Execution