The fundamental purpose of a media plan is to determine the best way to convey a message to

the target audience. A media plan sets out a systematic process that synchronizes all contributing
elements in order to achieve this specific goal. The media plan is broken down into four stages;
market analysis, establishment of media objectives, media strategy development and
implementation, and evaluation and follow-up. Similarities can be made to other marketing
concepts such as the consumer decision-making process with comparisons such as, increasing
brand awareness and knowledge, improving brand image, and the maximization of customer
satisfaction. The first phase of any media plan is the initial market analysis, which consists of a
situation analysis and the marketing strategy plan. These form the basis of information which the
rest of the media plan is reliant on. The purpose of a situation analysis is to understand the
marketing problem, in relation to their competitors. For example, undertaking an internal and
external review or competitive strategy evaluation. The marketing strategy plan should establish
specific objectives and goals that will solve the marketing problems that developed. Once the
market analysis is complete the improved knowledge gained should indicate a proffered target
market. Enabling the marketers to understand where the prime advertising space would be to
gain sufficient exposure, what factors effect that certain demographic, and how to promote to the
audience effectively. The second phase in the media plan is the establishment of media
objectives. Just as the marketing analysis lead to specific marketing objectives, this phase will
result in explicit media objectives; such as creating a positive brand image through stimulating
creativity. These objectives should be limited to those that can only be obtained through media
strategies. Media strategy development and implementation is the third phase and is the point in
the process that is directly influenced by the actions from previously determined objectives.
Actions that meet these objectives are taken into consideration with following criteria; media
mix, target market, coverage consideration, geographic coverage, scheduling, reach & frequency,
creative aspects & mood, flexibility, or budget considerations. Each of these criteria are
explained briefly below:
Media Mix A combination of communication and media channels use that is utilized to meet
marketing objectives, such as social media platforms and magazines.
Target Market A specific group of consumers that has been identified to aim its marketing and
advertising campaigns towards, as they are the most likely to purchase the particular product.
Coverage Consideration To alter the level of exposure of media to the target market, whilst
minimizing the amount of overexposure and saturation into other demographics.
Geographic Coverage Increased emphasis of exposure to a certain area where interest may
thrive, whilst reducing exposure to areas they have less relevance.
Scheduling The concept of aligning communication activity to coincide with peak potential
consumer exposure times, such as around a big sports game on television.
Reach & Frequency The decision to have a certain message seen / heard by a large number
(reach) or expose the same message to a smaller group more often (frequency).

Creative Aspects & Mood Different mediums for communication should be considered when
developing a campaign. Social media might be more effective to generate emotion than a
billboard poster on a main road.
Flexibility In order to adapt to rapidly changing marketing environments it is important for
strategies to be flexible. Such as unique opportunities in the market, media availability or brand
threats.
Budget Considerations The relationship between the effectiveness of a media campaign and the
cost involved needs to be carefully managed. There should be an optimal level of response from
the consumer for the price for the exposure.
The final phase in the media plan is to evaluate the effectiveness of the plan and determine what
follow-up is required. It is important to assess whether each individual marketing and media
objective was met, as if they were successful it will be beneficial to use a similar model in future
plans.