Learning library
Unit 2 · Media Planning and Budgeting · Module 11 of 40
The Media Planning Process
Learning objective
Run the sequence from brief to audience definition, weight setting, vehicle mix and flow plan.
Concept summary
Planning moves from marketing objective to communication task, audience definition, market prioritisation, reach/frequency goals, channel mix, vehicle selection, flowchart and budget split, ending in a measurement framework agreed before launch.
Application task
Produce a one-page media plan skeleton with all eight stages filled for a chosen brand.