How does a media planning agency undertake media planning?

Virajvaya10 Jun, 2021Business

According to any media planning agency, the most important element of a media plan is the mix of media channels or platforms which will be used for the marketing activity. The mix of media channels is decided by the target audience of the marketing program. It makes sense that the marketing materials should be published on platforms that are preferred and frequented by the target audience. It would be a waste of money and time if off-beat platforms are included in the media mix just for the sake of it.