A system and method for determining an advertisement plan includes determining the in-market results of an advertisement prior to publication and optimizing the distribution of media weight among the advertisements of the advertisement plan. The in-market results are determined based on the sales effectiveness and the effective delivery of the advertisement. The distribution of media weight is optimized based on the sales effectiveness of the advertisements of the advertisement plan and an effective delivery per media weight ratio. The in-market results and the optimization of the distribution of media weight may be transmitted to a client machine over a network.