Media planning

Media planning is the craft of deciding where, when and how often a message runs: the translation of communications strategy into channels, budget allocation and scheduling. The empirically grounded principles are stable: reach across all category buyers beats narrow targeting, continuity beats short bursts, and channels reinforce each other when planned together. On top comes the quality question: a contact is not a contact; attention and context determine what an impression is worth. Good planning therefore weighs not just cost per reach point but cost per second of real attention among the people who make up future revenue.

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