Study 03 · Media planning
Signal over noise
Media that cannot answer “what job is this impression doing?” is décor.
The communication problem
What gets in the way.
A media plan can list channels, formats and impression totals without explaining why each placement exists. When every channel repeats the same message and every report celebrates volume, the plan produces activity without a clear decision framework.
The artifact
A channel-role map built around concentric signal rings and the rule “one job per channel.”
The moves
Four decisions that sharpen the message.
- 01
Define
State the audience decision the communication needs to influence.
- 02
Assign
Give each channel one primary role: introduce, convince, remind or move.
- 03
Match
Choose message depth and format according to that role.
- 04
Learn
Name an observable indicator and the decision it will inform before placement begins.
Apply the principle
Three rules worth carrying forward.
- Explicit channel roles prevent unnecessary repetition.
- Planning and measurement can share the same logic.
- Reporting should return to decisions rather than volume alone.
Start a conversation
Have a real communication problem?
Start with the audience, the decision and what is currently getting in the way. The scope can follow from there.