How do you come up with a media plan for a company

1) Identify the objectives of advertising. What do u need to accomplish.
2) You identify the creative requirements. How important r pictures, sound, motion.
3) Identify the advertising target.
4) Establish other requirements, such as flexibility & timeing
5) Document the available budget.
6) Brainstorm. Think of all the possible ways to accomplish the objectives. Identify known ways, think of new ways.
7) Research the media usage of the target.
8) Calculate the efficiencies of each media type in reaching the target. Usage versus cost.
9) Consider the associations and/or frame-of mind that each medium offers. Online does things that a radio football sponsorship cannot & vice versa.
10) Further analyze to incorporate the creative requirements & enviromantal factors into the efficiency analysis.
11) Look at what the competitors r doing. Consider the best ways to react to competitors tactics.
12) Analyze various media mixes. Determing reach versus frequency for each mix.
13) Create many different options within the budget. Consider the pros & cons of each option.
14) Put the options on a flowchart (Gant chart), along with documentation of the rationale for the recommended plan.
15) Calculate & show delivery of each option. Reach/Frequency/GRPs. Compare delivery of the alternatives.
16) Take it to the head of marketing and/or whatever group is responsible. Be prepared to lead them in a conversation about why the recommended plan is the optimal plan.