Media Planning & Placement
Media planning and placement is a process of identifying and selecting media outlets, then negotiating paid placement rates and schedules. The challenge comes when trying to do it within a budget, while striving to accomplish specific goals relating to target audience, reach, frequency, flight lengths and more.
Many business owners try to handle their media planning and placement themselves. They field the phone calls, emails and meetings from media representatives and make decisions about when and where to spend. Not only does this take time away from their other responsibilities, it often means they are making marketing decisions reactively instead of proactively. Reactive purchasing typically results in less effective placements and higher total dollars spent.
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