Elements and Performance Criteria
- Plan purchasing of media
- Confirm requirements of advertising brief
- Establish causal relationship between marketing communications and media objectives
- Determine how creative strategy and execution will impact proposed media strategy
- Identify how consumer insights relate to media consumption
- Compare and contrast scheduling alternatives
- Buy media
- Evaluate media performance
- Investigate pre and postmedia performance/ratings and make any necessary changes to the media plan as required
- Evaluate media costing data to determine effectiveness in relation to return on investment
- Compare actual media performance against media plan objectives
- Compare direct and indirect response rates
- Determine problems/opportunities in the planning and buying process from differences between planned and actual accomplishments
- Modify existing media strategies, or investigate alternatives based on media performance data