ABSTRACT
Putting together a media plan represents the culmination of all the thinking, planning, and organizing that we have discussed in earlier chapters. That is, with sound advertising and media objectives, a knowledge of who it is we wish to reach with our messages, and a clear idea of what different paid, earned, and owned media can offer us, we are now in a position to start assembling the plan. The key idea to keep in mind when doing this is your media strategy. What is it you are hoping to achieve by using media vehicle X as opposed to Y? How will your combination of media categories and vehicles help fulfi ll your advertising and media objectives? As with any process, there are several steps to the creation of the plan. These are outlined in this chapter.
