​
​




Media planning may seem complex, but it’s easier if you keep some key principles in mind. For example, if a channel reaches a broad cross-section of category buyers at a reasonable cost, this could form the backbone of your campaign. You can then expand your campaign’s coverage via additional media that reach people from different demographics.

These media principles are closely related to the idea that brands need to combine 'brand building' advertising with 'activation' (aka 'Performance Marketing') - see 'Balancing Brand-Building & Activation 2023'.