Another way to describe media planning is the act of establishing the best media real estate, or in laymen's terms, the best advertising opportunities within the media to place a client's advertising or communications message.
The typical types evaluated in the media planning process include: radio, TV, print including newspapers and magazines, the internet, outdoor (such as billboards), promotional gifts like bags, pencils, etc. and direct mail.
The two most important elements of a successful media planning programme are 'reach' and 'frequency'. Reach means the projected number of people that will see the client's advertising. Frequency means the number of times a consumer will see the advertising message.