The structure of a comprehensive media plan involves five major issues of strategic media planning. These five issues are referred to as the "Five Rights" below:

Right audience, right medium, right exposure level, right timing, and right cost

Right audience, right medium, right frequency level, right timing, and right cost

Right audience, right medium, right frequency level, right place, and right cost

Right audience, right medium, right exposure level, right place, and right cost

Right audience, right medium, right reach level, right timing, and right budget