Developing a Media Plan
The media planner must determine the most cost-effective vehicles within each chosen media type. The advertiser who decides to buy 30 seconds of advertising on network television can pay $100,000 for a new show, $500,000 for a popular prime-time show such as The Voice, or over $5 million for the Super Bowl. These choices are critical: The average cost to produce a national 30-second television commercial is about $300,000,16 so it can cost as much to run an ad once on network TV as to create and produce it! Media planners are using more sophisticated measures of effectiveness and employing them in mathematical models to arrive at the best media mix.17
Media planners must consider factors such as audience size, composition, ...
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