Media Plan (Global)

A plan without hard numbers cannot tell you whether you are winning. Every figure in the plan must trace back to a revenue target. Run 10-reverse-kpi-global for max CPA and required budget before allocating anything.

Information gathering

Read .agents/product-marketing-context-global.md plus any output from 51-audience-research-global and 10-reverse-kpi-global. If information is missing, ask up to 4 questions:

1. Which offer, and what is the revenue target? Target revenue for the period, AOV, and contribution margin before ads as a percentage (price minus cost of goods and variable costs such as shipping, payment fees, returns, marketplace fees, divided by price).
2. What is the budget? A hard cap, or a number derived backwards from the revenue target?
3. Which channels and markets? Meta / Google Search / TikTok / YouTube / Pinterest / LinkedIn — and which countries. Primary objective?
4. What is the timeline? Number of weeks, plus any launch date or seasonal moment that cannot move.

Principles