Strategic advertising media planning can make the difference between remaining in obscurity and becoming a household name — for both small and large companies. If you're new to the subject, you'll need to find media planning and buying information resources that can help you get started in the industry, and refine your skills throughout your career.

If you're just beginning, you'll need the in-depth information offered by training, supplemented by tips and advice from books and industry magazines. Media planning and buying information resources for beginners include:

1. Media planning training
2. Hiring a consultant or coach
3. Reading media buying books and subscribing to industry magazines

Action Steps
The best contacts and resources to help you get it done

Get tips on media planning by enrolling in a media buying and planning course

If you're new to the field, media buying classes may be your best media planning resources, offering in-depth and authoritative advice. Many groups offer media buying and placement courses designed for professionals without media buyer training. These courses cover everything from the cost of print ads to creating an advertising plan.

I recommend: The Media Buying Academy offers its "Media Buying BootCamp," a four-and-a-half-day, five-part hands-on media buying course. It's designed for both novices and veterans, and participants can sign up for the entire course or only certain sections. Paragon Media offers a seminar in media planning and buying that consists of four half-day modules covering: media terms and concepts, media profiles, media plan development / selection, and media buying. You can sign up for one or more of the modules, which are offered as both public seminars and private sessions held at your company.

Hire a consultant to create a customized media buying training program

For one-on-one media buying advice, or to train your entire team, consider customized training programs created by a consultant or coach. Most of these programs are offered both on-site and at the consultant's offices.

I recommend: The Laredo Group provides media buying training for salespeople, marketing professionals and executives. Laredo offers both courses and customized training, held at your location; at a hotel, conference center or other meeting facility you choose; or at Laredo's facility in Florida. Cypress Media Group offers its "Inside the Mind of a Media Buyer" seminar, which offers professionals with no media buying experience a look at how a media buyer does his or her job.

Get media planning tips from industry publications

To find out the latest trends in media buying and planning, subscribe to media and advertising industry publications. These resources can help you stay in touch with the newest practices, in addition to offering media buying information you can quickly read and implement.

I recommend: Find media buying advice in industry publications like Advertising Age and Adweek.

Media planning and buying information resources allow you to productively manage your advertisements across all platforms and styles. Whether you focus on television, radio, magazine, billboard or online advertising, correct planning and purchasing lets you profit more while spending less.

Find media buying advice from many sources, such as professional agents, online databases, blogs, books and media publications. Use media planning training to make more informed decisions about the types of ads you place. Keep track of the many forms of advertisements you place, figure out whether they're worth the expense and change your plans as you deem necessary.

Consider media planning tips for your small business to:

1. Allow professional assistance to find the best types of advertisements for your specific product of service.

2. Find the best software to plan, purchase and keep track of media on your own without paid assistance.

3. Continue media planner training with courses, seminars and online coaching.

Action Steps
The best contacts and resources to help you get it done

Go directly to the media buying and planning source

Ask the experts at advertising companies to answer your questions and help you decide if media buying and planning is something you need to focus on for your business. Some firms offer media buying training sessions or allow you to work with the agents in the process to help you choose the right advertisements in the right places.

I recommend: Contact nationwide experts or those in your hometown to discuss advertising media planning. The Media Buying Company, Side Door Media, Revolution Media and Corinthian Media work in your area or nationwide to find the best promotional outlets. Also consult the Work.com Guide to Media Buying for more information on the subject.

Use media planning resources such as software and online tips

The Internet offers many media planning and buying information resources such as professional blogs, educational websites and software downloads. Take advantage of the multitude of sources to teach you what media planning and buying is all about. The more you know, even when you enlist the help of a professional agent, the better decisions you can make about your promotions.

I recommend: Browse Web Ad.vantage's Online Media Buying & Planning section as well as ClickZ's "Experts--Media Buying" and BizMove's Deciding on the Advertising Media to learn about advertising media planning before heading to the professionals. Consider using Marketing Pilot software and consult the Work.com Guide to Media Planning Software for more information on how to go at the process alone.

Find media buying books and other publications to teach you how to plan and purchase media

Keep up with the current advertising trends and industry standards with newspapers, magazines, books and online websites. Find current rates, popular advertising outlets and new ways to promote your product or service to the public.

I recommend: Flip through some industry magazines, such as Advertising Age and Adweek, which explain what's happening in the world of promotions. Use Nationwide Advertising to find rates of current magazines, newspapers and other media outlets. Consider purchasing books to explain how to choose and purchase advertising, such as The Media Handbook, Advertising Media Planning and Kellogg on Advertising & Media.

Continue media buying training with online courses and tip sheets

Media planning training ensures you keep learning and growing with the industry. Focus on continuing media education so you know which up-and-coming markets to break into and how to find your target customers.

I recommend: Sign up for seminars and courses online. Companies like the Laredo Group, the Media Training Center, Web Market Central and Media Buying Academy allow you to take short sessions with professional instructors. Check the Nielsen/Net Ratings to find the most profitable forms of advertising for your product and target audience.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Consult other media professionals during challenging strategy sessions. Gain advice from the people who know the market the best,and swap tips on media planning.

Media planning and buying information resources terminology can help you jump into the effective world of television and radio advertising. It can be intimidating to try a new marketing idea, but knowing how the key terms in the industry are defined can help you sort things out faster to aid in your media purchasing decisions.

Media planning and buying information resources key terms can involve proof of airtime, broadcast stations, programming options and more. Knowing the difference in what is available and how that pertains to your business will help you make more educating planning and purchasing decisions.

Action Steps
The best contacts and resources to help you get it done

Affidavit

In media, your affidavit is the written legal proof-of-performance from media company (radio or television station) that shows that your commercials ran on the time indicated on the form.

I recommend: Most broadcasters like United Stations Radio Network will let you log on electronically with your customer password information to find your company's traffic logs/schedules, commercial audio and affidavits.

Affiliate

Affiliates are the broadcast stations that contract with a network (e.g. NBC, ABC, CBS or FOX) to carry that network's programs and national announcements during specified time periods. Those local affiliates may fill in the remaining time with local content such as local news.

I recommend: Click on the map to find the FOX television network affiliates in each particular region.

Day-After Recall (DAR)

Day-After Recall (DAR) looks to measure how much of the original audience can remember sales messages and attributes of specific commercials. These tests are often done by telephone on the day after a commercial is ran.

I recommend: Read about DAR in an article from the Journal of Advertising Research.

Sonic branding

Sonic branding, which is also referred to as audio branding, sound branding, acoustic branding or sonic mnemonics, is when advertisers use sounds to reinforce their brand identity. Sonic branding is done both in television and in radio advertising, and it can include a company's sound logo, a jingle, brand music as well as brand theme.

I recommend: Find out more about sonic branding from Boom Sonic Branding.

Block programming

Block programming is when you program shows and/or media with a common demographic appeal one right after another (e.g. religious themed or family themed).

I recommend: Take a look at an example of block programming from Radio Business Report.

Daypart

Daypart refers to how timeblocks are sold for advertising.

I recommend: Learn the difference between radio dayparts and television dayparts from Advertising Glossary.