Media plan can be seen as a written document which helps in summarizing the objective and strategic objectives to the placement of the brand messages of any organization. The main objective of media planning is to determine the most efficient and most effective way of delivering the messages to the target customers.
In case of a conventional media plan, the main focus remains on the measured media which is determined with the help of metrics such as cost per thousands (CPM) and different types of performance data which are resulted from the audit of industry and media.
When a media plan is developed by IMC planners, they mainly refer to contact points or touch points which combines the various methods by which people and other stakeholders come in contact with a certain brand and carry a brand experience.
Media research plays a central role in the media planning. It is shown in the figure below.
https://d2vlcm61l7u1fs.cloudfront.net/media%2F5ca%2F5ca20211-b7f9-4133-8697-deafa180b41a%2FphplfDVi6.png
Media research involves also each activity in the media planning from marketing sources, media sources, media buying to developing the effective media plan. Media research helps in finding out the client information, conducting the marketing research, being competitive in advertising, developing a media usage profile and deciding in media coverage area. Lastly it helps in providing relevant information related to the customers.
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