Media Planning and Buying Key Terms

Media planning and buying are important elements of the advertising business

By Paul Hirsch

Media planning and media buying are the intermediate steps between the creation of an ad and its appearance in print, on the radio, on the Internet or on television. Media planning is the act of deciding in which media an ad will appear, and media buying is the act of negotiating time and space for that advertisement. Media planning and buying key terms include discovery, trafficking and tracking, keyword optimization, drive time, prime time and column inches. Reviewing and learning these terms will help you understand and participate in the process.

Discovery

The discovery process is where the media planning/buying agency works to understand the client's objectives and begins the process of selecting appropriate media outlets for the ad.
Try: Web Ad.vantage describes the discovery process and will help you understand why this is the foundation of a successful media buying approach.

Trafficking and tracking

The trafficking and tracking process occurs after the ad agency decides what to buy but before the actual purchase. It is often a mock run of campaigns reaching for the same audience to determine effectiveness prior to a commitment.
Try: Agency Central offers a description of the trafficking and tracking process.

Keyword optimization

Keyword optimization is a tool used in Internet advertising. Online software is available to tell media planners which words people search for when using search engines like Google.
Try: Online help for selecting keywords and developing an optimization process is available at A Promotion Guide.

Drive time

Drive time basically refers to morning and afternoon rush hours, which are peak times for radio audiences. Drive time offers the largest audience and generally commands the highest ad rates.
Try: A definition of drive time is available at Business Dictionary.

Prime time

Prime time, which refers to television advertising, depends on the day of the week. However, it is generally from about 7 p.m. to 11 p.m. and is when the television audience peaks and ad rates are the highest.
Try: The Museum of Broadcast Communications has information on prime time.

Column inches

Column inches are the standard unit of measurement for purchasing print advertising, usually in newspapers or magazines. It is simply the number of columns by the number of inches. A 4x8 print ad is four columns by 8 inches. Media planners and buyers use the term when discussing the size and price of print ads.
Try: Spokane Falls Community College offers information and graphics on column inches.