What are the objectives of developing a media plan?

Media objectives are normally started in terms of three dimensions:

  • Reach: number of different persons or households exposed to a particular media vehicle or media schedule at least once during a specified time period.
  • Frequency: the number of times within a given time period that a consumer is exposed to a message.
  • Continuity: the timing of media assertions (e.g. 10 per cent in September, 20 per cent in October, 20 per cent in November, 40 per cent in December and 10 per cent the rest of the year).