| Summary: | 碩士 === 銘傳大學 === 傳播管理學系碩士班 === 99 === This paper concerned about the relationship between media agency and advertised development in Taiwan, with special reference to Media Planning. It noted that while media agencies support value added on media plan. The paper explored the concept of media planning and identifies two key principles of sustainable practice – a planning process that is long term and holistic, and multiple stakeholder participation in that planning process. Secondary literature analysis and interview were used to confirm Media strategy of plan including vehicle, share, media schedule, regional, and the other consideration that based on budget, target audience, competitor comparison, and marketing objectives which these principles have been integrated into the media planning process. The study found that a formal goal-oriented planning process was in evidence at all media plans.
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