Again, a plan without these kinds of specifics is little more than media map. Plans should include some flexibility for execution. Two problems quickly arose. Moreover, the product itself could be shown in far greater detail in a vertical treatment. It's a matter of really knowing and understanding production, the actual product, and of course, the requirements of each specific publication.
Competitive information is critical.
Marketing plans that do not include competitive information give creatives more work to do. They also need to understand how your product or service differs from your competitors. If at all possible, it's wise to include senior creative directors and production experts in creating your marketing plan. Next time you start a major marketing planning program, bring in the creative team to contribute. Your program will benefit right from the start.