Selecting the best media options
In developing the plan, the manager includes all the media options appropriate for each communication task. To implement the plan, it is now necessary to select the best media options from that set, and develop
a media plan. This will require the manager to identify a primary medium for each task, along with potential secondary media that might be appropriate. Once this has been done, the difficult task of allocating the available budget to the various communication tasks must be dealt with. While it is beyond the scope of this book to go into the details of media planning, we would like to offer one last planning worksheet to help visualize what is required in allocating the IMC media budget.