Media objectives
Before media planning can start, companies have to define the marketing objectives of the product/ idea proposed to be advertised. For example, if a professional camera manufacturer decides to launch an automatic camera to expand his market, his marketing objective would be to reach those segments of the population who are photo enthusiasts but do not want to be hassled by the intricacies of operation of professional cameras, the fun loving people who want to capture moments of joy and togetherness. The manufacturer may also target the existing professional camera users to consider a replacement in order to have the pleasure of an automatic camera, which obviously will be faster, having mastered the manual one. The marketing objective, hence, would be to extend distribution into new geographic markets or income groups as also the current users of cameras.