Build a media plan with reach, frequency, and flighting
A channel-by-channel media plan with budget split, reach and frequency goals, flighting, and the KPIs each line is accountable for.
The prompt
Help me build a media plan for a campaign.
Campaign objective: [awareness / consideration / conversion - and the business goal behind it]
Target audience: [WHO - demographics plus behaviors or interests]
Total working media budget: [AMOUNT, net or gross of agency fees]
Markets and dates: [GEOGRAPHY, campaign start and end]
Channels under consideration: [e.g. "linear TV, CTV, online video, paid social, audio, OOH, search"]
Benchmarks I have: [CPMs, CPVs, CPCs, past reach curves - or say "none"]
Creative assets available: [formats and lengths that exist or are planned]
Work through:
1. The role of each channel (reach builder, frequency driver, or conversion closer) and whether it earns a place in this budget.
2. A budget split with the reasoning.
3. Reach and effective-frequency goals per channel and overall, noting duplication across channels.
4. Flighting: continuous, flighted, or pulsed, and why, given seasonality and purchase cycle.
5. KPIs per line (e.g. CPM, completed views, viewability, CPA) and the measurement plan.
6. Risks: frequency too low to work, budget spread too thin, creative not fit for the format.
Return a plan table with columns: channel | role | budget | % of total | est. impressions | est. reach | avg frequency | flight dates | primary KPI. Then a one-paragraph rationale I can put in front of a client.
Use my benchmarks where given. Where you must estimate costs or reach, label the number [ESTIMATE - CONFIRM WITH VENDOR] rather than presenting it as fact.
Highlighted [brackets] are blanks to replace with your own details.
Fill in the blanks and use this promptMore Marketing & Brand prompts
What to fill in
- WHO - demographics plus behaviors or interests
- AMOUNT, net or gross of agency fees
- GEOGRAPHY, campaign start and end
- CPMs, CPVs, CPCs, past reach curves - or say "none"
- formats and lengths that exist or are planned
- ESTIMATE - CONFIRM WITH VENDOR
How this prompt is built
This prompt follows the Few-Shot structure (Few-shot prompting). A few-shot prompt includes one or more worked examples of the input and the output you want, so the model can copy the pattern instead of guessing it.
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