What can help determine how paid advertising is implemented over a specific period of time?

Determining how paid advertising is implemented over a specific period of time is largely reliant on a media plan. A media plan outlines the strategy for media buying, including details about when and where ads will run, the types of media to be used, and the budget allocated for each aspect of the campaign. It serves as a roadmap for executing the advertising strategy, ensuring that ads reach the right audience at the right time in alignment with the overall marketing objectives.

A campaign timeline does provide a schedule, but it focuses more on the duration and phases of a campaign rather than the specific media placements and budget allocations. A performance review assesses the effectiveness of a campaign after it has executed but does not influence the implementation process during the campaign. Market research is essential for understanding audience behaviors and preferences that inform the advertising strategy, but it does not dictate the execution timing and media placements that a media plan details.