ABSTRACT
Putting together a media plan represents the culmination of all the thinking, planning, and
organizing 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 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 fulfill 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.
