Elements and Performance Criteria
- Define campaign objectives
- Identify advertiser’s purpose and objectives according to advertising brief
- Identify campaign objectives according to time, budget, product and market factors
- Verify with relevant stakeholders campaign objectives taking into consideration factors which may affect consumer responses and legal and ethical requirements
- Prepare advertising budget
- Assess and identify research resource requirements for the advertising campaign
- Assess and identify resource requirements for range of media options, creative and production services
- Allocate relevant resources to each component of advertising campaign
- Verify overall budget meets advertising brief requirements
- 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 according to organisational requirements
- Confirm time allowed in schedule will meet creative, media and production requirements and achieve advertising objectives