Advertising Media Planning – A Brand Management Approach

Dennis Haggerty

September 2, 2022

Advertising Media Planning

Advertising Media Planning (AMP) is the combination of the most current digital communication methods and a holistic understanding of the global media landscape. It also incorporates the best practices in the different functional areas of media planning. Here are three of the key elements: Market research, Frequency, and Channels.

Market research

Market research is the process of gathering information about a market. It involves various methods and techniques that allow marketers to better understand the demographics of a specific market. Without market research, most companies and products fail. The saying, “failure to prepare is a preparation to fail,” can be used to explain the importance of this task.

Market research helps to reduce risk by enabling marketers to determine the appropriate features and prices of their products. It can also help them to focus their resources. This process is called quantitative research, and it usually involves surveying or questionnaires. It can also involve talking to actual consumers. More advanced quantitative research involves interviewing potential customers to understand their wants and needs.


A media planning strategy should consider two important factors: reach and frequency. Reach refers to the total number of people who will be exposed to a brand message over a certain period of time. Frequency refers to how often a brand message will be presented to a consumer. There are many ways to approach frequency, including a continuity approach, which means that ads will be released on a regular schedule. This approach is generally used for products or services that are not seasonal and require consistent reinforcement.

When determining the scope of a campaign, it’s important to understand the target audience. The goal of reaching a specific audience is to increase the brand’s exposure. Reach is often expressed as a percentage of the target audience. For instance, a brand may want to reach homeowners in a specific metro area. By determining the target audience, the company can determine how many people will be exposed to a particular ad.


Frequency of advertising media planning is an essential factor in achieving brand awareness and breaking through the consumer’s filter bubble. People tend to ignore advertising messages that don’t meet their criteria within 24 hours. The higher the frequency, the higher the chance that an ad will be remembered. Frequent advertising will also help your brand to stay at the top of a consumer’s mind and increase favorability and loyalty.

There are many variables that influence effective frequency. While most media planners adopt a basic effective frequency of three or more exposures per campaign, the actual effective frequency will vary based on a variety of marketing, media, and creative copy factors. These factors are known as Ostrow factors and were first defined in 1982. Though the definitions haven’t been updated since then, they remain the foundation for media planning textbooks.


A good media plan should have a clear focus on identifying the best ways to reach the right audience. A good media planner should start with thorough market research, looking at the competition’s campaigns and brand awareness. This helps them identify valuable marketing niches and new potential customers. This way, they can decide which advertising media is best for the campaign. A good media planner will also consider the effectiveness of different advertising mediums and what they will cost.

The role of media planning can help marketers allocate media dollars more effectively. Because a wide variety of media are available to marketers today, they can transmit their marketing messages in many distinct ways. Many modern marketers choose to use a multi-faceted media mix, balancing the strengths and weaknesses of each channel to deliver the right message to consumers.

Using a marketing attribution model

Using a marketing attribution model for your advertising media planning can be a powerful tool for measuring the success of your marketing campaigns. It identifies the various touch points that lead to a conversion or goal, assigning value to each. This method is particularly useful for determining which touchpoints are most important in the customer’s journey.

This attribution model can help you measure the value of each marketing channel and make more effective decisions about your advertising spend. It also helps you understand which advertising media channels are most effective in increasing sales or bringing in more leads. For instance, your visitors may return to your website several times before they make a purchase, so it’s important to understand how they got there and why they converted in the first place.