ABSTRACT
The format of a good media plan should be clear, logical, and easy to read and follow. It should take through the entire process, from the background information on which the plan was based to the current situation, and on through the hoped-for goals and objectives. Media planning objectives should be specific rather than vague. Contingency plans are often too brief and oversimplified to be any real use. Toward the end of the media plan, there should be a contingency plan. Strategies are plans, the plans that will be used to achieve the campaign objectives. Targets are sometimes given as part of the objectives. There should be three kinds of targets: target markets, target groups, and target audiences. There also needs to be a schedule or calendar showing which kinds of advertising will be running during each phase of the campaign. Retail advertising can be slightly more complicated than other advertising.
