Advertising planning guides
Reference guides covering the decisions that shape a media plan, written to be read before the money is committed.
Content reviewed 28 September 2026
- 01How to Plan an Advertising CampaignA media plan is easier to evaluate when the decisions are made in the right order: objective, audience, geography, timing, budget, media roles, creative, d.Read
- 02How Much Should a Business Spend on Advertising?There is no responsible universal percentage that tells every business what to spend. A workable budget comes from the commercial objective, economics of t.Read
- 03How Media Buying WorksMedia buying converts strategy into booked or activated advertising inventory.Read
- 04How to Choose Advertising ChannelsChoose channels by the role they can play in the customer journey, not by popularity.Read
- 05Reach, Frequency and ImpressionsThese are common media terms, but their definitions and measurement methods are not identical across channels.Read
- 06How Advertising Is MeasuredMeasurement should distinguish what the media delivered from what happened in the business.Read
- 07OOH vs Digital AdvertisingOOH and digital are not direct substitutes. They operate in different contexts and can solve different parts of the same brief.Read
- 08Billboards vs Bus AdvertisingBoth are out-of-home media, but the way they create coverage and visibility can differ.Read
- 09TV vs Connected TVBoth use television screens and audiovisual creative, but inventory, targeting, buying and measurement can differ.Read
- 10Radio vs Digital AudioBroadcast radio and digital audio both use sound, but distribution, targeting and measurement differ.Read
- 11Paid Search vs Paid SocialPaid search is strongest when people express intent through queries; paid social can reach people based on platform audiences, behaviours, interests, conte.Read
- 12How Far in Advance Should You Book Advertising?There is no single lead time. Booking windows depend on whether inventory is finite, how production works, what approval is required and how competitive th.Read
- 13Advertising Campaign Brief TemplateA useful media brief can fit on one page if it answers the right questions.Read
- 14UK Advertising Rules: A Practical Starting PointUK advertising is governed by different rules depending on the medium, claim, audience and sector. This page is a practical signpost, not legal advice.Read
- 15How to Work With a Media AgencyA better brief and clearer decision process usually produce a better media recommendation.Read
Next step
Tell us the objective, audience, geography, timing and budget, and we will shape the media plan around it.