State media buy plans come in many different shapes and sizes. Some provide very basic information while others are extremely detailed. In any case, the key is making sure that the person who writes the plan has the appropriate information before beginning.
If you are working with a PR or advertising firm to develop the media buy plan, here’s what they need to know before they begin:
Evaluating the Plan
On a very basic level, the plan is evaluated on how well it addresses the areas listed above. But to really know if it is a good plan, you need to dig a little deeper. Therefore, in addition to target audience, flight dates, markets, and GRP goals, you should look at the following:
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