The best media plans provide the target audience with an optimum level of 'opportunities to see' the campaign, whilst affording full creative scope. In analysing target market profiles, we make considerable use of media and market research. We relate these profiles to estimates of negotiable media costs to assess the cost-efficiencies of the candidate media.

We use statistical models to compare the coverage levels achieved by different candidate media schedules. Such analyses will often involve applying weightings to allow for factors such as regionality and seasonality, as well as competitive activity and the media environment offered.

Tactical buying of 'short-term' media space or airtime is more important nowadays than ever before. But whilst it is highly beneficial to purchase the right media at the lowest possible rate, we would always advise against buying media space purely on the basis that it is cheap.