Which process involves evaluating and selecting the right media mix to deliver a message to an audience?

Media planning is the process that focuses specifically on evaluating and selecting the most appropriate media channels to effectively deliver a marketing message to a targeted audience. This involves analyzing different types of media—such as television, radio, print, and digital platforms—to determine which combination will achieve the desired reach and engagement for the campaign objectives.

In media planning, marketers consider various factors such as the target audience's media consumption habits, the cost-effectiveness of different media options, and the timing and frequency of message delivery. The aim is to create a media mix that maximizes the impact of the message while staying within budget constraints.

Market research, although relevant, is primarily concerned with gathering and analyzing data about consumers' needs and preferences, rather than specifically selecting media channels. Content creation focuses on developing the actual messaging and creative elements to be distributed, while audience segmentation involves dividing a broader audience into smaller, more defined groups to tailor communications effectively. These functions are complementary to media planning, but they do not specifically address the process of selecting and integrating media channels for message dissemination.