What is fleet planning

Media planning is the transmission of an advertising message to a specific target group through communication channels.

The planning is arranged by the mass media, choosing the most suitable medium and the most appropriate frequency.

The evaluation of media planning is deduced based on the coverage obtained from the target, the frequency with which an advertising message is broadcast during the campaign, and the GRP (cost per contact).

What are the most used media planning methods?

To begin with a proper media planning, it is important to have a thorough understanding of the available resources:

• Newspapers: they have good coverage of the local market, are flexible and timely;
• Television: has the advantage of combining visual aspects, sound, and movement which can be engaging and attractive to viewers. It has a very high level of attention and coverage;
• Radio: has very low costs and is capable of capturing the attention of many people;
• Outdoor Advertising: involves creativity in messaging and includes all advertising found outside the home, like classic billboards.

The goal of media planning is to identify the most suitable medium for an effective and engaging advertising campaign.

The variants we take into account for media planning regarding the choice of media include:

• The request of the message;
• The period and frequency for which the advertising campaign must continue;
• The predetermined budget for the strategy.

As for the choice of vehicles, there are criteria to follow, which are divided into:

• Quantitative criteria: these are measured by the percentage of the audience (total viewers following, over a given period of time, a network, station, or program). that comes into contact with the vehicle in a certain period, compared to the target audience (the reference public).
• Qualitative criteria: the match between the message and its content with the
  characteristics of the vehicle. That is how popular the announcement is, the quality of production, truthful release times.

The choice of means and vehicles for an effective media planning is very important and serves to make known the advertising message and the company that advertises it.