The ________ is the combination of media used and the frequency of advertising in each medium.

A) media plan
B) media buy
C) media mix
D) communications tactical plan
E) communications operational plan

Media Plan

A strategic document outlining how a company will use various media channels to achieve its marketing goals, including selection of media outlets, scheduling, and budgeting.

Media Mix

The strategic combination of different advertising media channels and types to achieve marketing goals.