A media plan involves studying and selecting the most suitable media and channels to effectively and cost-efficiently disseminate an advertising message. This process involves using various criteria such as cost per thousand people reached, gross reach, economies of scale, reach, selectivity, and technical terms like LDP and LNM. In 1985, a decree recommended the use of the expression “media plan” to enrich the vocabulary of audiovisual media and advertising. Sometimes, the English term “flighting” is also used to describe a media plan characterized by periods of intense communication alternating with periods of advertising silence.