Media planning
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Media planning is the selection and choice of media vehicles that fit the target audience's preferred media mix. It is also concerned with determining when and how often the message should be exposed to the target audience, in each of the selected vehicles.
Definitions
According to the Marketing Communications by Fill (5th edition),
- Media planning. The selection and choice of media vehicles that fit the target audience's preferred media mix. It is also concerned with determining when and how often the message should be exposed to the target audience, in each of the selected vehicles.
