Elements and Performance Criteria
- Define campaign objectives
- Clarify advertiser’s purpose and objectives from the advertising brief and use these to set objectives for the advertising campaign
- State campaign objectives in measurable terms and identify nature and extent of what advertising is to accomplish
- Ensure campaign objectives are feasible, given constraints of time, budget, product and market factors
- Ensure campaign objectives take into consideration factors which may affect consumer responses
- Ensure campaign objectives meet legal and ethical requirements
- Prepare advertising budget
- Assess and specify research resource requirements for the advertising campaign
- Assess and specify resource requirements for range of media options, creative and production services
- Justify resources allocated to each component of advertising campaign and ensure they are sufficient, in relative terms, to achieve campaign objectives
- Ensure overall budget meets requirements of the advertising brief
- Develop schedule for proposed advertising activities
- Confirm campaign length and timing from the advertising brief
- Identify service providers with required expertise and negotiate their costs and availability
- Base the choice of service providers on merit and value for money and ensure selection meets legal and ethical requirements
- Ensure time allowed in schedule to meet creative, media and production requirements is sufficient to achieve advertising objectives
- Include milestones for monitoring progress and expenditure against budget, and for evaluating campaign effectiveness in the schedule