And these are the media vehicles. In the early days the media vehicles were the newspapers, then in the late nineteenth century there were magazines and catalogs that came to scene as media vehicles for advertising products and services. The beginning of the commercial radio put the milestone for the electronic media in the context of advertising and then the television came that advertised in 1941 the NBC and CBC for the very first time. From that time onwards there was a start of selling time and media space to advertisers, agency agents and companies that started selling their products directly to consumers by means of this media. These agencies provided services in addition to booking time and space in television and newspapers for the products and services. These services were not limited to scheduling and tasking advertising, but that it gave the verve to the new form of media and advertising field and that is media planning. As such the advertising is basically concerned with four elements and that are consumer orientation, segmenting, targeting and positioning. In this paper we are going to discuss about the media planning for advertising and in this context we are going to discuss about the fundamentals of media planning, the strategies of media planning, the media planning mix, the use of modern media and then what makes media planning the tool to effectively advertise and promote a product or a service. .
Planning, Purchasing, And Evaluating The Effectiveness Of Advertising .
Planning is the process of determining what is to be achieved in the future and what would be the strategy to achieve those targets. As such a winning media plan needs imaginative assessments on media, time and space, budgetary allocations and many other such elements. Besides having thorough information of on hand media resources, the top media planners ought to as well be strategic professionals in marketing, research, finance and advertising .