types of media planning

In today’s digital world, media planning is crucial to promote a product or service through proper media. This feature covers the components of media planning, the factors affecting it, benefits, types of media planning and more. Media planning is the process of selecting and integrating the various media platforms to form customised ads.


types of media planning

Media planning is selecting suitable media for when the ads will go. The final goal of media planning is to reach the ads to the audience at the right time within the budget. Suppose you are still confused about media planning and media buying. Media planning involves choosing the proper platform for customised ads, while media buying is the process of doing campaigns on platforms. The importance of media planning is to reach the audience by taking an effective combination of media channels and platforms.


1.Social Media Plan

The modern marketing strategy focuses on brand promotion by taking the advantage of social media platforms like Facebook, Instagram and more.

2.Traditional Media Plan

In the old days, traditional media was the only way to promote their brand to the customers. One of the main disadvantages is that it is much costlier and will not track the conversion rate.

3. Print media plan

Print media is a traditional marketing strategy that involves content creation and publishing through print media.

4. Owned media plan

Owned media is one type of media planning that reaches the audience naturally. A brand’s blog on social media engages its audience with posts. The posts organically attract customers through the post and generate the lead for their business.


types of media planning

Media planning is a critical procedure in marketing which involves understanding and deciding on the most efficient media channels to fulfil specific goals. Media planning and ecommerce CRO are the interrelated processes that ultimately convert the audience. The primary objectives of media planning are:

1. Strategic Alignment With Goals Of Business

Tactical coordination to the objectives of the business” is the primary objective in the media plan. This goal ensures that strategies for media are not developed on their own but are linked to the larger business objectives.

2. Efficiency Enhancement

Efficiency enhancement is an essential objective of media planning. It’s core focuses on enlarging the efficiency of your media spend and making sure that the best use of available resources.

3. Budget Tracking And Allocation

Budget tracking and allocation is one of the main objectives of media planning. It focuses on the productive use and monitoring of the financial estimate for ads.

4. Requirements of Effective Segmentation

The requirements of effective segmentation of the audience means the message will go to the right audience at the right time with a limited budget.


The importance of media planning is to reach the audience by taking an effective combination of media channels and platforms. Through media planning, maximise the ROI by utilising the funds in media platforms where they have a great impact. An effective scheduling means choosing the right time to run an ad so it effectively reaches the target audience. Analyse the Lenskart case study, including what media planning strategies are included and how they reach the audience.

The main component of media planning is setting a goal for doing a campaign to measure brand awareness and lead generation. The audience segmentation means dividing the large audience into several groups in order to get the demographics and behavioural factors of the audience. Here, we listed the components of media planning.

  •  Target audience
  • Message development
  • Channel selection
  • Strategic timing and delivery
  • Budget allocation
  • Objective setting


1. Media Brief Review

The media selection process is how the media planning process is done. The primary step of the media selection process is to identify the objective of ads, target the audience, and allocate the funds.

2. Strategic Media Development

Develop a media strategy by incorporating the media assets to achieve marketing goals.

3. Research

Only through research can you identify the current trends of the market and the cost-effective methods to finding your target audience.

4. Proposal Evaluation And Comprehensive Media Planning

The proposal evaluation process involves sending and receiving the proposals to RFP vendors. This process plays an important role in the success of the campaigns by selecting the media.


types of media planning

1.Track Your Budget

The main benefit of media planning is to track your budget, whether it is reasonable or not. Another one is conducting market research and identifying the needs of customers.

2. Budget Optimisation

Companies optimise the budget by targeting the appropriate audience through effective ad campaigns. Consistency is an important factor for brand recognition. 

3. Consistency of product

Customers recognise a product by its font, colour, etc, which helps it maintain its stability in the market. Media planning helps improve the quality of the product by analysing the campaign and checking its conversion rate and traffic on the website.

4. Improvement Opportunities

Media planning helps improve the quality of the product by analysing the campaign and checking its conversion rate and traffic on the website. Build unique features to stand out in the market.


Media decisions in advertising are based on the nature of the product and the nature of the customers. The nature of the product plays a major role in selecting the media. For example, trade journals are a better way to promote industrial products. To get better results, first, identify the demographic features of the target audience. Geographic features of location influence the type of media planning. Let us list the following factors affecting media planning.

  • Nature of product 
  • Nature of customers
  • Distribution of product
  • Objectives of advertising
  • Message nature


Here, the article discussed the benefits and the components, importance, and types of media planning; all these are combined to generate an effective media plan for customised ads. A media planner career starting as an intern with good at  communication and analytical skills will make you a successful media planner. Media planners have many job responsibilities, such as research, development, media buying, etc. Artificial intelligence in India is well developed to implement the strategies by a media planner. Researching the demographics, selecting the right media plan, allocating with a budget and measuring the performance are the main tips for an effective media plan. If you have any queries about media planning, contact Nexxa Corporates, one of the finest digital marketing companies in Kerala.


1.How is the media planning process done?
  • Media brief review
  • Strategic media development
  • Research
  • Proposal evaluation and comprehensive media planning
  • Authorization preparation, request and implementation
2. What are the main factors affecting media planning?
  • Nature of product and customers
  • Distribution of product
  • Objectives of advertising
  • Message nature