Media plan and rationale

During the development phase, the creative agency developed a communication strategy. Here, the team defined which communication channels, for e.g., television, radio, print media, outdoor media, community programming, etc. would be used for the campaign to ensure that the messages reach the intended audience.

In the communication strategy, the creative agency will have included some information about the media plan and channel mix. However, the media plan is used to specifically detail which campaign elements will be implemented and when. Factors to consider in the media plan include media consumption patterns for the primary audience, desired campaign reach and intensity, and budget available for production and media time. 

The creative agency will develop a media plan and rationale for your campaign, perhaps also with multiple plan options to discuss with you. The media plan and rationale should include the following elements:

1. Media consumption patterns: Differences in media use and consumption based on gender, age, location, for e.g., urban, rural, semi-urban and across regions are common. The creative agency will have knowledge of media consumption patterns for your primary audience in your location. Data may be available for radio; television; print such as newspapers; internet, for e.g., browsing, social media; and mobile phone, for e.g., SMS use.
2. Media schedule: This is the proposed plan for television, radio, print, digital and other campaign elements. It is common for a creative agency to offer multiple media schedules based on the budget available. They will present the options and discuss the advantages and disadvantages of each.