1. ADVANCED
ADVERTISING
Media Planning

2. Media Planning
 A decision process leading to the use of
advertising time and space to assist in the
achievement of marketing objectives,

3. Aperture
 The ideal moment for exposing consumers to
an advertising message.

4. Information sources
Marketing
Sources
Media
Planning
Creative Media
Sources Sources

5. Information sources – marketing
sources
 Area Sales Patterns
 Month-by-month sales patterns
 Distribution patterns
 Competitor’s advertising patterns

6. Information Sources – Creative
sources
 Theme characteristics
 Message characteristics
 Creative Performance research

7. Information Sources – Media
Sources
 Media Popularity
 Media cost forecasting
 Media characterstics