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What is Media Planning

Chapter 16
Handbook of Research on IoT, Digital Transformation, and the Future of Global Marketing
A process of identifying and selecting different media channels for a product or a brand to use in the communication campaign.
Published in Chapter:
Generation Z's Media Use and Preferences as a Foundation for a Destination Media Planning Process
Andrijana Kos Kavran (Polytechnic of Medjimurje in Cakovec, Croatia) and Daniel Herman (Polytechnic of Medjimurje in Cakovec, Croatia)
Copyright: © 2021 |Pages: 30
DOI: 10.4018/978-1-7998-7192-7.ch016
Abstract
The purpose of this chapter is to explore the media use and preferences of Generation Z as a foundation for destination media planning. This chapter used a quantitative method with a questionnaire used as primary data source with a sample of 299 respondents. Data were analysed using descriptive statistic method. The results showed that the majority of Generation Z uses and prefers online media while at the same time offline media shouldn't be ignored. This chapter provides recommendations for the destination marketing organizations (DMOs) and media planners to better understand the media habits of Generation Z to use them as a valuable input for destination media planning.
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More Results
Chapter 6
On-Line Media Planning and On-Line Media Common Measurement Currencies
defines media planning as a process of determining when, where and how often an advertising message should be placed for realizing the objective of reaching the right audience at the right time with the right message and generating the desired response within the designated budget limits.
Published in Chapter: On-Line Media Planning and On-Line Media Common Measurement Currencies; From: Handbook of Research on Effective Advertising Strategies in the Social Media Age
Full Text Chapter Download: US $37.50 Add to Cart
Chapter 15
Consumed Consumer Within the Framework of New Communication Technologies
Media planning is the process of identifying and selecting media outlets – mainly newspapers, magazines, websites, TV and radio stations, and outdoor placement – in which to place paid advertisements. The person responsible for evaluating the many media options and strategizing campaigns to support a particular product, service, or brand is called a media planner. Media planners typically are employed by advertising agencies.
Published in Chapter: Consumed Consumer Within the Framework of New Communication Technologies; From: Handbook of Research on the Political Economy of Communications and Media
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