Elements and Performance Criteria
- Define media requirements
- The target audience is identified from the advertising brief and a detailed consumer profile prepared
- The consumer profile uses the same terms as those used to describe media audiences
- Product market factors are analysed to determine the reach and frequency requirements of the advertising
- The creative requirements of the advertising message are analysed and the media implications determined
- Media merchandising requirements are identified from the advertising brief
- The media budget is confirmed and legal and voluntary constraints identified
- Select the media
- Media are selected that target the required audience and/or fulfil merchandising requirements within budget
- Selected media enable the creative requirements of the advertising message to be achieved within budget
- Selected media enable reach and frequency requirements to be met within budget
- Selected media meet legal and ethical requirements
- Select media vehicle/s
- Determine the media schedule
- The duration and timing of the media schedule meet the requirements of the advertising brief
- Distribution of messages over the duration of the schedule is determined to meet the requirements of the advertising brief
- Alternative schedules are developed for the advertiser that vary the number, size / length and placement of advertisements possible within the budget
- A media schedule is finalised that balances the number, size / length and placement of advertisements to the satisfaction of the advertiser
- Produce a media plan
- The media plan defines the media requirements of the advertising brief and evidence to support each requirement
- The media plan specifies recommended media and vehicle/s and the rationale for their selection
- The media plan contains a budget allocation per medium per advertising period
- The media plan identifies the anticipated impact of the advertising and measures to assess its effectiveness