The purpose of an Advertising Plan framework is to consider and capture important strategic elements of a modern advertising campaign on a single page. This is a useful exercise, as advertising campaigns have become more integrated, digital, and data-driven. Often, the creative strategy (what you want to communicate) and the media strategy (how you are going to activate the communication) are considered separately which can cause misalignment. Using an Advertising Plan framework allows you to explore opportunities relating to targeting, segmentation, and the use of data earlier in planning process. The framework can also be used as workshop tool with a group, to capture ideas for different potential advertising campaigns.