The document provides definitions and concepts related to advertising plans, print advertising, and media selection strategies. It defines key terms like advertising plan, advertising strategy, creative strategy, and media strategy. It also outlines the advertising pyramid, methods for allocating advertising budgets, and metrics for evaluating media like reach, frequency, and cost per thousand. The document then discusses print advertising specifics, defining formats like magazines and newspapers. It provides information on magazine and newspaper types and formats, and how to calculate costs like cost per thousand for magazines.