Elements and Performance Criteria
- Define media requirements
- Identify target audience characteristics from advertising brief and prepare a detailed consumer profile which uses the same terms as those used to describe media audiences
- Analyse product market factors to determine reach and frequency requirements of advertising media selected
- Analyse creative requirements of advertising message and determine media implications
- Identify media merchandising requirements from the advertising brief
- Confirm media budget and identify legal and voluntary constraints
- Select media vehicles
- Weigh up relative merits of identified media vehicle alternatives, taking past media performance into account
- Evaluate and test new or alternative media vehicles with other advertisers and against proven vehicles
- Select media vehicles that target the required audience, meet media requirements and fulfil merchandising requirements within budget
- Select media vehicles that meet creative, reach and frequency requirements of the advertising message to be achieved within budget
- Ensure selected media vehicles meet legal and ethical requirements
- Determine media schedule
- Ensure duration and timing of media schedule meet requirements of the advertising brief
- Determine distribution of messages over duration of schedule to meet requirements of the advertising brief
- Create a media schedule to satisfy advertiser
- Develop alternative media schedules for advertiser within budget
- Determine testing schedule for the media plan and continually modify media plan in accordance with results obtained
- Produce media plan
- Create media plan which defines media requirements of the advertising brief and provides evidence supporting each requirement
- Specify recommended media and vehicle/s, and rationale for their selection in the media plan
- Ensure media plan contains a budget allocation per medium per advertising period
- Identify anticipated impact of advertising and measures to assess its effectiveness in the media plan