# Media plan: what it is and how it works · Zorraquino
> A media plan distributes advertising investment and presence across channels, formats and periods to achieve defined objectives.
URL: https://www.zorraquino.com/en/dictionary/digital-marketing/media-plan.html

# Media plan

A media plan distributes advertising investment and presence across channels, formats and periods to achieve defined objectives

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It considers audience, reach, frequency, context and cost. It should set out how results will be measured and how investment will be adjusted. Comparing media solely on the price of an impression can hide important differences in quality.

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Related concepts

- [Earned media](https://www.zorraquino.com/en/dictionary/advertising/earned-media.html)
- [Paid media](https://www.zorraquino.com/en/dictionary/advertising/paid-media.html)
- [Owned media](https://www.zorraquino.com/en/dictionary/advertising/own-media.html)