Creating a media plan involves combining a number of components :
- selection of the best media,
- number of inserts and appearances per means used,
- rhythm over time / space.
This must be done in line with the objectives and constraints defined in the
media strategy.
The plans put forward will be assessed on the basis of performance criteria or indicators (e.g.: GRP, OTS, OTH, coverage, ...).
This approach enables you to
make the very most of your media budget and hence be sure that your contact/target cost is optimised.