Elements and Performance Criteria
- Define campaign objectives
- Clarify the 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 the nature and extent of what the advertising is to accomplish
- Ensure campaign objectives are feasible, given the 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 an advertising budget
- Assess and specify research resource requirements for the advertising campaign
- Assess and specify resource requirements for a range of media options, creative and production services
- Justify resources allocated to each component of the advertising campaign and ensure they are sufficient, in relative terms, to achieve the campaign objectives
- Ensure the overall budget meets the requirements of the advertising brief
- Develop a schedule for proposed advertising activities
- Confirm the campaign length and timing from the advertising brief
- Identify service providers with the required expertise and negotiate their costs and availability
- Base the choice of service providers on merit and value for money and ensure the selection meets legal and ethical requirements
- Ensure the time allowed in the schedule to meet creative, media and production requirements is sufficient to achieve the advertising objectives
- Include milestones for monitoring progress and expenditure against budget, and for evaluating campaign effectiveness in the schedule