Elements and Performance Criteria
- Define media requirements
- Select media vehicles
- Relative merits of identified media vehicle alternatives are assessed taking past media performances into account.
- New or alternative media vehicles are evaluated and tested against proven vehicles.
- Media vehicles that target the required audience and meet budget media requirements are selected.
- Media vehicles that meet the creative, reach and frequency requirements of the message to be achieved within the budget are selected.
- Selected media vehicles are assessed to meet legal and ethical requirements.
- Determine the media schedule
- Duration and timing of the media schedule meets the requirements of the brief.
- Distribution of messages over the duration of the schedule is determined in line with requirements of the brief.
- Media schedule is created to the satisfaction of the event coordinator.
- Alternative media schedules are developed within budget for the event coordinator.
- Testing schedule for the media plan is developed and media plan continually modified in accordance with results obtained.
- Produce a media plan
- Media plan which defines the media requirements of the brief is created and evidence to support each requirement provided.
- Recommended media and vehicle/s and the rationale for their selection in the media plan are specified.
- Media plan contains a budget allocation per medium per advertising period.
- Anticipated impact of the advertising and measures to assess its effectiveness in the media plan are identified.
- Implement a media plan
- Resources are allocated and plans approved.
- Personnel to be involved are briefed and coordinated as required.
- Events and activities are coordinated in accordance with media plan.
- Contingencies are handled in accordance with organisational risk management arrangements identified in the planning for events/activities.
- Evaluate a media plan
- Coordination of media events and activities with in plan are evaluated and lessons learnt are reviewed and/or analysed to improve future planning.
- Events and activities are evaluated in terms of their effectiveness and achieving desired outcomes.
- Implementation is assessed in terms of achieving individual objectives and meeting criteria fro each event/activity.