The media plan should include the following elements and should be NO LONGER THAN 2000 words in length, excluding appendices, references and executive summary. While in the ad pitch exercise presentation the emphasis was on the ad creative activity, the appeal(s) used (and their rationale) and the ad itself, the emphasis in the report should be on the media selection and the rationale for it in terms of the strategic marketing task and the exposure required within the target segment
