Elements and Performance Criteria
- Define campaign objectives
- The advertiser's purpose and objectives from the advertising brief are clarified and used to set objectives for the advertising campaign
- Campaign objectives are stated in measurable terms and identify the nature and extent of what is to be accomplished by the advertising
- Campaign objectives are feasible, given the constraints of time, budget, product and market factors
- Campaign objectives take into consideration factors which may affect consumer responses
- Campaign objectives meet legal and ethical requirements
- Prepare an advertising budget
- Research resource requirements for the advertising campaign are assessed and specified
- Resource requirements for a range of media options are assessed and specified
- Resource requirements for creative and production services for the campaign are assessed and specified
- Resources allocated to each component of the advertising campaign are justified and sufficient, in relative terms, to achieve the campaign objectives
- The overall budget meets the requirements of the advertising brief
- Develop a schedule for proposed advertising activities
- Campaign length and timing is confirmed from the advertising brief
- Service providers with the required expertise are identified and their costs and availability negotiated
- Choice of service providers is based on merit and value for money and meets legal and ethical requirements
- The time allowed in the schedule to meet creative, media and production requirements is sufficient to achieve the advertising objectives
- The schedule includes milestones for monitoring progress and expenditure against budget, and evaluating campaign effectiveness