Mastering Media Planning and Digital Marketing: From Strategy to Execution

Introduction to Media Planning

Objective: Understand what media planning is and how it supports marketing goals.
Lessons:

  • What is Media Planning?
  • Traditional vs. Digital Media Planning
  • Media Planning Funnel & Budgeting Basics
  • KPIs and ROI in Media Planning

🧠 Learning Outcomes

By the end of this module, learners will be able to:

  • Define media planning and its role in the marketing ecosystem
  • Differentiate between traditional and digital media planning approaches
  • Create a basic media plan using funnel strategies
  • Identify and use common KPIs to measure effectiveness and ROI

📚 Lessons Breakdown

📖 Lesson 1: What is Media Planning?

✅ Learning Goals:

  • Understand the purpose and process of media planning
  • Recognize its importance in achieving campaign success

🔍 Topics Covered:

  • Definition of media planning
  • Role of a media planner
  • Key elements of a media plan (target audience, media channels, timing, budget)
  • Difference between media planning and media buying
  • Example of a real-world media planning brief

📂 Activity:

  • Case Study: Dissect a media plan for a skincare brand

What is Media Planning?

Title: Definition of Media Planning

  • A strategic process to determine where, when, and how to deliver ads
  • Aligns message with the right audience, right time, and right channel
  • Aims to maximize ROI on advertising spend

Speaker Notes:
“Media planning is like building a roadmap. It determines how to efficiently deliver marketing messages. It’s all about making sure the right person sees the right message at the right time.”

👥 Who is a Media Planner?

Title: Role of a Media Planner
Bullet Points:

  • Understands audience behavior and channel dynamics
  • Analyzes data to select platforms (TV, digital, social, etc.)
  • Allocates budgets and schedules ad placements
  • Coordinates with creatives and buyers

Speaker Notes:
“Think of a media planner as both a strategist and a technician. They use data, research, and intuition to choose the most effective way to place ads.”

🧱 Key Elements of a Media Plan

Title: Elements of a Media Plan
Bullet Points:

  • Target Audience: Who are we speaking to?
  • Media Channels: TV, social, search, display, print
  • Timing: When will the campaign run?
  • Budget: How much is allocated per channel/stage?
  • KPIs: What metrics define success?

Speaker Notes:
“A good media plan balances all these components. Miss one, and the campaign may fall short.”

🆚 Planning vs. Buying

Title: Media Planning vs. Media Buying
Table Format:

Media PlanningMedia Buying
StrategicExecutional
Decides what, where, whenNegotiates with vendors
Focuses on audience and messageFocuses on cost and placement
Conducted before the campaignHappens after planning

Speaker Notes:
“It’s important to know the distinction. Media planning maps the journey. Media buying books the tickets.”

🧪 Real-World Brief Example

Title: Sample Media Planning Brief – Skincare Brand
Bullet Points:

  • Client: GlowNaturals
  • Product: New SPF Moisturizer
  • Goal: Increase awareness and online sales among women 25–40
  • Budget: $15,000
  • Timeline: 3 months
  • Preferred Channels: Instagram, YouTube, Lifestyle Blogs

Speaker Notes:
“Let’s look at a typical brief. GlowNaturals wants to promote a new SPF moisturizer. Based on their goals, what platforms would you recommend?”

🧠 Class Activity

Title: 📂 Activity: Media Plan Case Study
Instructions:

  • Download the sample GlowNaturals brief
  • Identify:
    • Funnel stage (Awareness/Consideration/Conversion)
    • Best media channels
    • Budget split
  • Discuss in pairs or submit your plan

Speaker Notes:
“Now let’s get hands-on. Review the sample case and use what you’ve learned to create a mini media plan.”

✅ Recap & Key Takeaways

Title: Summary

  • Media planning is strategic ad delivery
  • Media planners align goals with audience, time, and channels
  • A good plan includes: audience, media, timing, budget
  • Planning comes before media buying
  • Case studies help connect theory to practice

📖 Lesson 2: Traditional vs. Digital Media Planning

✅ Learning Goals:

  • Compare and contrast planning strategies across media types
  • Understand channel-specific strengths and weaknesses

🔍 Topics Covered:

  • Traditional Media: TV, Radio, Newspapers, Outdoor
  • Digital Media: Display Ads, Social Media, Search Ads, Influencer Marketing
  • Cost and reach comparison
  • Measurement differences (e.g., GRPs vs CTR/CPC)
  • Integration of traditional + digital for omnichannel campaigns

📂 Activity:

  • Table exercise: Match campaign goals with appropriate media

📖 Lesson 3: Media Planning Funnel & Budgeting Basics

✅ Learning Goals:

  • Visualize the consumer journey through the funnel
  • Allocate budget effectively across funnel stages

🔍 Topics Covered:

  • The Marketing Funnel: TOFU, MOFU, BOFU
  • Channel alignment by funnel stage:
    • TOFU: Awareness – Display, YouTube
    • MOFU: Consideration – Social, Influencers
    • BOFU: Conversion – Search Ads, Retargeting
  • Budget Allocation Models:
    • % of Revenue
    • Objective-based
    • Historical Benchmarking

📂 Activity:

  • Create a simple funnel for a product launch using a $10,000 ad budget

📖 Lesson 4: KPIs and ROI in Media Planning

✅ Learning Goals:

  • Set measurable KPIs aligned with campaign goals
  • Evaluate return on media investment

🔍 Topics Covered:

  • Key Performance Indicators:
    • Impressions, Reach, CPM
    • CTR, CPC, Engagement Rate
    • Conversion Rate, CPA, ROAS
  • Setting SMART objectives (Specific, Measurable, Achievable, Relevant, Time-bound)
  • Introduction to ROI calculation formulas:
    • ROI = (Revenue – Cost) / Cost
    • ROAS = Revenue / Ad Spend
  • Example KPI dashboard in Google Sheets

📂 Activity:

  • ROI Case Study: Evaluate campaign success using dummy data

🧰 Tools & Resources

  • Media Plan Template (Excel/Google Sheets)
  • Sample Briefing Template
  • KPI Dashboard Sample
  • Funnel Planning Canvas
  • Budget Calculator
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