Sourcing and selecting optimal media platforms for the brand or product to use. The job of media planning is to determine the best combination of media to achieve the marketing campaign objectives.

In the process of planning, we need to answer questions such as:

• How many of the audience can be reached through the various media?
• On which media (and ad vehicles) should the ads be placed?
• How frequent should the ads be placed?
• How much money should be spent in each medium?