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Media planning and buying

Media planning is the process of selecting a combination from various media in an effort to achieve an advertising goal; which could be anything from increasing sales to developing brand awareness.

It’s a strategic process that requires careful consideration of a few factors, most importantly the product or service itself, the target market, the budget and past experiences to name just a few.

Media buying is what happens once the media plan has been approved and is as much an art as it is a science. Media buying is all about maximizing value by negotiating special deals and adding value to campaigns.