A spreadsheet example is available from the teacher. The medium means the name of each publication. Rate is the price of an advertisement. Total cost is the number of insertions times the rate. Circulation is the number of copies sold by a magazine in one issue.
Unduplicated reach is a calculated number.
That is, all of its circulation is read by the targeted market. Frequency is the number of times an advertisement is read by those who read it. Each column is to have a total. Media buys are built until pre-determined cost, reach, frequency, CPM and GRP goals are reached or balanced among them. An explanation of the goals in the media buy is reported, and the likely outcome in terms of communication complete the project.