Media Planning
Media Plans
Turn campaign requirements into a practical media plan.
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What is a media plan?
A media plan translates an advertisement into planned media activity. It answers where the campaign should appear, through which media vendor, on what schedule, in what quantity and at what planned rate.
Media plan structure
Media Plan
→Placement
Media type
Media vendor
Quantity
Dates / schedule
Planned rate
Print and non-print planning are different
Placements can have individual insertions. Each insertion represents a scheduled occurrence that can later carry execution and verification.
Placement→Insertion→Execution→Verification
Non-print
Placements use the planned quantity and schedule directly. Do not introduce newspaper-style insertion records for television, radio, outdoor, digital, social and other non-print channels.
Placement→Execution→Verification
Planning checklist
- Correct advertisement and campaign.
- Correct media type.
- Correct media vendor.
- Correct publication/channel/location where applicable.
- Correct planned quantity and rate.
- Correct dates or schedule.
- Print insertions created only where the media type requires them.