Planning fundamentals
Media mix
The media mix is the combination of channels a plan uses and the share of budget each receives. It is the visible output of allocation decisions, shaped by the objective, audience reachability, channel roles, historic response and the minimum budget each channel needs to deliver meaningfully.
In practice
A defensible mix records its rationale: what evidence or reasoning produced 40% search, 30% social, 20% video and 10% testing. Without the rationale the split cannot be challenged, defended or learned from.
Spreading budget too thinly across many channels is a common failure; each chosen channel needs enough weight to exit learning and produce readable results.