The following operational checklist shows what is likely to be required for a typical media plan and, in what order the items should appear.

1. Marketing objectives and strategies that relate to media – can be summarized rather than specified in detail

2. Copy strategy statements and how the media will support them – creative strategy can clarify decisions of media selected, or way media is to be used

3. Summary of the entire plan – a quick overview of what actions are recommended

4. Competitive situation – analysis of the impact of competitors' media activity

5. Media objectives – should be clear, concise and measurable – and should relate to the marketing objectives and they should cover the following topics:
   • Target audience(s) definition, including demographics and psychographics
   • Budget available and any restrictions on its use
   • Reach and frequency levels needed, and why
   • Seasonal spending patterns and continuity needs
   • Special geographical weighting needed, if any
   • Creative strategy needs
   • Promotional needs
   • Client manditories

6. Media strategies – should be clear and concise and relate to media objectives, and should inclue a rationale for each strategy statement. Strategies should include:
   • Criteria for selecting and scheduling media
   • Media types selected (e.g. trade magazines, direct mail, newspaper)
   • Allocation of budget to media classes
   • Strategy for allocating the budget to marketing areas
   • Reach and frequency levels by month and/or quarters of the year
   • Allocation of spending by months and/or quarters of year
   • Creative units specified by size and duration for each medium
   • Relation and impact of competitive strategy on plan

7. Details and documentation – details of the media plan with guidelines for implemention, as well as exhibits and supporting documentation:
   • Yearly media flow chart showing all vehicles and how they are to be scheduled as a plan, including reach/frequency delivery by advertising periods
   • Data showing net reach and frequency for the target audience by medium and for the entire plan
   • Gross impression delivery by medium and the entire plan by month
   • Cost summary table listing each vehicle with creative units, insertion dates and costs by creative unit
   • Proof that the media vehicles selected are the best choice based on the selection criteria, e.g., cost efficiency rankings, attentive scores for each medium