Updated: Mar 2, 2020
Media planning is one of the four key and important disciplines within advertising, along with account management, brand planning and developing creative. Typically media planning is a role that goes to an external hired creative or digital agency, but some companies and small growing businesses choose to keep it in-house for cost purposes but are actually missing the creative side of hiring an external agency to handle such sensitive marketing job.
Media planning can be a challenging role, involving multiple areas of marketing and media expertise. Media planners must always keep in mind audience, timing, message and desired response all while staying within the budget.