In this work, we study the transversal vibration of thin periodic elastic plates through asymptotic homogenization. In particular, we consider soft inclusions and rigid inclusions with soft coatings embedded in a stiff matrix. The method provides a general expression for the dynamic surface density of the plate, which we compute analytically for circular inclusions or numerically for two-way ribbed plates. Through asymptotic homogenization, we find that band gaps related to in-plane propagating transversal waves occur for frequency intervals in which the effective surface density is negative. The same result is obtained via an asymptotic analysis of the Bloch-Floquet problem on a unit cell, showing the equivalence of the two approaches. Finally, we validate the method by comparing in several examples the predicted band gaps with those obtained from numerical Bloch-Floquet analyses on the real unit cell.