This project focuses on developing a media plan for Thesgala Greek Milk Company, addressing the theoretical aspects of marketing communications. It defines media and media vehicles, emphasizing the role of media planning in delivering the right message to the target audience. The project explores various media types, including print, broadcast, out-of-home, and internet, and their respective roles in educating, creating awareness, transferring messages, persuading, and building the brand image. It outlines the steps involved in media planning, such as information collection, goal setting, media strategy determination, vehicle selection, decision-making, and action planning, while also considering key determinants like reach, frequency, and continuity. The project further discusses the practice of mixing media, including earned, paid, and owned media, to achieve efficient and integrated marketing communication for Thesgala. Desklib provides a platform to access this and similar solved assignments, along with past papers for students.