This chapter is about media planning and budgeting in advertising. Many industries spend as much as one-third of their profit (not revenue) on media and promotions. A media plan that is not well thought out and executed will affect the company’s bottom line very quickly. Although this chapter is principally about media planning and budgeting, it is also about communication objectives and consumer behaviour. If we do not understand where and when consumers buy our product or service, we will not be able to place and time our advertisement to best influence them as well. If we understand these, then we can decide on the most cost-effective channel, the best time and the ideal frequency to reach them with the right media vehicles. Factoring into this decision is whether the organisation wants to grow. If so, then being able to reach as many consumers as possible becomes important aided by having distinctive creative assets and excess share of voice. Each of these decisions has implications for the budget and so media planning and budgeting is quite a complex exercise. And this complexity is compounded as more online channels and platforms become available, although the advent of programmatic media buying improves the efficiency of ad placements, notwithstanding its weaknesses.