Go directly to the media buying and planning source

Ask the experts at advertising companies to answer your questions and help you decide if media buying and planning is something you need to focus on for your business. Some firms offer media buying training sessions or allow you to work with the agents in the process to help you choose the right advertisements in the right places.

I recommend: Contact nationwide experts or those in your hometown to discuss advertising media planning. The Media Buying Company, Side Door Media, Revolution Media and Corinthian Media work in your area or nationwide to find the best promotional outlets. Also consult the Work.com Guide to Media Buying for more information on the subject.

Use media planning resources such as software and online tips

The Internet offers many media planning and buying information resources such as professional blogs, educational websites and software downloads. Take advantage of the multitude of sources to teach you what media planning and buying is all about. The more you know, even when you enlist the help of a professional agent, the better decisions you can make about your promotions.

I recommend: Browse Web Ad.vantage's Online Media Buying & Planning section as well as ClickZ's "Experts--Media Buying" and BizMove's Deciding on the Advertising Media to learn about advertising media planning before heading to the professionals. Consider using Marketing Pilot software and consult the Work.com Guide to Media Planning Software for more information on how to go at the process alone.

Find media buying books and other publications to teach you how to plan and purchase media

Keep up with the current advertising trends and industry standards with newspapers, magazines, books and online websites. Find current rates, popular advertising outlets and new ways to promote your product or service to the public.

I recommend: Flip through some industry magazines, such as Advertising Age and Adweek, which explain what's happening in the world of promotions. Use Nationwide Advertising to find rates of current magazines, newspapers and other media outlets. Consider purchasing books to explain how to choose and purchase advertising, such as The Media Handbook, Advertising Media Planning and Kellogg on Advertising & Media.

Continue media buying training with online courses and tip sheets

Media planning training ensures you keep learning and growing with the industry. Focus on continuing media education so you know which up-and-coming markets to break into and how to find your target customers.

I recommend: Sign up for seminars and courses online. Companies like the Laredo Group, the Media Training Center, Web Market Central and Media Buying Academy allow you to take short sessions with professional instructors. Check the Nielsen/Net Ratings to find the most profitable forms of advertising for your product and target audience.