médiaplán

Médiaplan is a term originating from French advertising and marketing jargon. It refers to a media plan, which is a document outlining the strategy and tactics for placing advertisements. This plan details which media channels will be used, the specific publications or platforms, the timing of the advertisements, and the budget allocated to each. Essentially, it's a roadmap for how a company will communicate with its target audience through paid media.

The creation of a médiaplan typically involves extensive research into the target demographic, their media consumption habits, and the competitive landscape. Key components include defining media objectives, identifying target audiences, selecting appropriate media vehicles such as television, radio, print, digital, and out-of-home advertising, and determining the reach and frequency of the campaign. It also specifies the gross rating points (GRPs) or other relevant metrics to measure potential impact.

A well-constructed médiaplan aims to maximize the effectiveness of advertising spend by ensuring that messages reach the right people at the right time and place. It's a crucial document for advertisers, agencies, and media owners alike, facilitating collaboration and ensuring campaign goals are met efficiently. The term is particularly prevalent in French-speaking markets but the concept is universal in advertising strategy.