Question 1 % Costs of Media and % Costs of creating the Message... TV ... 1. Using slide 3 ...if a traditional Lipton Brisk TV campaign costs $3,000,000...how much should the TV media cost? And, how much should it cost to create the message? Media Planning Media Planning: A process for determining the most cost- effective mix of media vehicles for achieving an objective Goal: maximize impact while minimizing cost Mass Media costs are the largest budget item...80% = Media, 20% = creative development of message