How should the budget be expressed across channels in the media mix?

• A. As percentages.
• B. As total annual revenue.
• C. In number of impressions.
• D. As timelines.

Answer: (D)

Expressing the budget across channels as timelines focuses on when money will be spent, not just how much or where. This timing view supports pacing and flighting—planning spend over the campaign duration in successive periods—so you maintain a steady presence, align with seasonal opportunities, and can adjust quickly if results shift. It also makes it clear which channels run when, for how long, and at what cadence, which is essential for coordinating multiple channels toward the same goals.

Expressing the budget as percentages shows proportion but not timing, so it doesn’t translate into a concrete schedule. Using total annual revenue describes a size of the business, not the spend plan. Impressions measure exposure, not the budget allocation. Timelines, by contrast, provide the actionable schedule needed to execute a multi-channel media plan effectively.