What is media planning and buying?

        Media planning and media buying are often confused, but they are two very different processes that both play a large role in the success of an ad campaign.

        The first step of media planning is to determine what channels will be used by the company to send out its message. The channels may include print media such as magazines, billboards, or newspapers, broadcast media such as TV or radio, or digital media that would include website banners, online videos, or emails.

        The next step in the process is to analyze what types of people will be receptive to the client's message. For example, if a client sells childrens' toys it may make more sense for them to advertise in childrens' magazines, rather than a magazine that caters to adults.

        After the media outlets and message recipients have been identified, it is time to determine what specific messages will be sent. These messages can also be called "creative," and they should tie into what types of people are likely to respond well to them. For example, an advertisement for a children's toy may use bright colors and pictures of children. This will also get the attention of parents who want what is best for their kids.

        Once what is to be said in print, on TV or radio, or online has been determined, it is time to determine how much it will cost to have the ads appear in each media outlet. This is what is called media buying, and it should be done by professionals who are experienced with how much which type of ad will cost.

        To recap what has been discussed so far, media planning involves three steps, though there may be more depending on what the goal of the company is.

1. What channels to use in order to reach the message recipient must be determined.
2. What types of people are likely to respond to what is being said in print or online should be considered.
3. What types of creative will work best for this specific company and what media outlets they can afford should be decided upon.

        The media buying part of the process uses what was learned in the planning stages, but goes further.

1. What specific ads for what types of people will be shown on what media outlets must be determined.
2. What days/times each ad will run must be decided upon.

        The reason that having an agency handle both steps of media planning and media buying is best for a company, is because they are professionals who can save the client time and money. They know what will get the most attention from what types of people at what costs.

        Media planning and media buying may be two very different parts of an ad campaign, but both are equally important in deciding what message to send and what media outlets to use.

If you’ve enjoyed what we had to say about media planning and buying, but feel like the terms are still a bit confusing or that they need more explanation. Feel free to reach out! Our team of experts can answer any questions and help with what specific channels work best for your company, what types of creative will get attention from which audiences on what media outlets, and what days/times each ad should run online or in print to maximize exposure. You can reach us by viewing our website digigrowthmarketing.com or emailing us at info@digigrowthmarketing. We look forward to hearing from you soon!