Media placement is the art of making hopefully intelligent decisions regarding where you place your media.
There are a ton of decisions to be made regarding media placement if you are starting from scratch. Depending on the product you are promoting certain mediums and channels have the potential to work better than others. It helps to understand advertising analytics and user intent when considering media placement. When looking at media placement, user intent can be especially important when recruiting leads because leads recruited via keyword searches (PPC) usually convert much higher than leads recruited from display banners.
That is where the user is only presupposed to have interest in the advertised product. Media placement via television advertising to a phone number is ultimately high intent because the customer heard the message, felt qualified, and put in the effort to reach out. Unless your advertising message was misleading, you should have little problem closing a high intent lead so keep that in mind when considering media placement.