Media Strategy & Buying

This page is generated. Do not edit it by hand — run scripts/atlas-vocab.py.

tier 0 · 0 pieces of work carry it · 3 crafts it is confused with

The craft, and who hires it

A brand hires this to get its campaign SEEN — media planning & buying across TV, OOH, digital, and social: channel mix and flighting strategy, negotiated rates, programmatic execution, and spend optimization; typically a media agency engagement running alongside the creative agency.

The service tier for media planning and buying engagements: channel strategy, audience/reach planning, budget allocation, placement negotiation, and programmatic or direct media buying sold as an agency service. It decides and purchases WHERE work runs — it never makes the work. [CS1 credit-only 2026-07-18: childless service tier — exists for the credit graph / vendor-offering menu (P0-11), not content classification; do NOT invent leaves under it from a census read. Strategy-leaf mirrors ride chunk 3 per the CS1 proposal.]

Tag it when…

Credit/vendor grain only: tag when a credited vendor sells media planning, channel strategy, or buying/placement — media agency of record, programmatic partner, OOH buying specialist — as its engagement scope.

Never tag it when…

Never tag content items at this level (SERVICES-vs-CRAFT boundary law; childless service = credit/offer tier only — its one L1 child row is the RETIRED Q-v76 doorway tombstone, is_active=false, never a leaf). Never tag from an asset's CHANNEL: where a piece ran is the channel facet on content, not evidence of this service; a media-plan deck or channel-strategy document tags the strategy_media_strategy leaf, which lives TODAY under disc_strategy (the CS1 §3 mirror-row doorways were minted then retired 2026-07-18 — Q-v76/DN-200 Δ-A3; service-side reachability is the chunk-5 LENS); the making of any ad stays in craft leaves.

Easily mistaken for 3 other crafts

Every other page suggests neighbours by similarity. This one navigates by difference: each line names the craft this is confused with, and the rule for telling them apart.

• svc marketing advertising — Creative agency conceives/runs the campaign; media agency plans/buys its placement. Credit by scope — a holding company doing both gets both credits, on their respective scopes.
• strategy media strategy ('Media Strategy' L2 leaf under disc strategy, canonical id strat media) — The Strategy-discipline leaf tags strategy-craft CONTENT (a channel-strategy document/deck); this L0 service credits the VENDOR engagement. Level decides, not the shared words — the leaf sits under disc_strategy, reachable from this service via the chunk-5 lens, never via a minted child.
• channel facet (content axis) — Channel is where an asset LIVES (a describes-facet on content); this service is who was paid to put it there. Never infer the service from the facet.

At what size it applies

Credit grain only — vendor-offering/credit menu tier; content items never tag this level.

The 1 crafts inside it

• Strategy — 0 pieces

Where to look next

• The whole services tree — the services index.
• Every other vocabulary — the vocabulary index.
• How work gets credited to a craft — the entities chapter.