in advertising, is the plan that details the usage of media in an advertising campaign including costs, running dates, markets, reach, frequency, rationales, and strategies.
a blueprint for a firm's advertising, giving details of the media mix, the specific media vehicles and the media schedule
establishes the exact media vehicles to be used for advertising, and the dates and times when the advertisements will appear in media such as television, radio, newspapers, magazines, direct mail, public transport vehicles, outdoor displays and the Internet (493)
the distribution of a business's advertising budget to different advertising mediums.
a plan designed to select the proper demographics for an advertising campaign through proper selection of media
A plan providing clear definitions of the types media, specific media vehicles and media scheduling. The plan may be for a specific campaign or for all campaigns within a year. In addition, it may be a plan for a single product or service or for the whole company or division. Contributed by: MarcommWise Staff
The blueprint for how the advertising message will be delivered to the target audience. The plan also serves a persuasive document that communicates the rationale behind a recommendation to spend a media budget. It generally includes the media objectives, competitive analysis, target audience, analysis and media habits, media strategy, time line, flowchart and budget.
The process of establishing the exact media vehicles to be used for advertising, and the dates and times when the advertisements will appear. p. 492
