What it is
The buying plan itself
A list of placements with dates, formats, prices, and a forecast. It is assembled before any money is spent and serves as the document against which actuals are later compared.
Where it breaks
The usual mistake
Thirty rows: channel, date, format, price, forecast. A month later, an "actual" column appears next to each forecast. If the two diverge by a factor of two, the team investigates where the estimate went wrong — rather than adjusting the forecast retroactively to make the report look clean.
Where this lives in the work
Where it shows up
Related terms
Next to it in the report
In practice
Where this shows up
Pages where Media plan is not explained but used — in a channel’s mechanics, in a launch breakdown or in a report.
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