. Define the media requirements a. Identify the target audience characteristics, and prepare a consumer profile b. Analyse product market factors to determine reach and frequency of advertising media selected C. Analyse the creative requirements of the advertising message and determine the media implications D. Identify media merchandising requirements from the advertising brief E. Identify legal and voluntary constraints and their implications on our campaign 2. Select the media schedules a. Weigh up the relative merits of identified media vehicle alternatives taking past media performance into account b. Evaluate and test new or alternative media vehicles with other advertisers and against proven vehicles c. Select media vehicles that target the required audience, meet media requirements and fulfil merchandising requirements within budget d. Select media vehicles that meet the creative, reach and frequency requirements of the advertising message to be achieved within the budget e. Ensure selected media vehicles meet legal and ethical requirements 3. Determine the media schedule a. Ensure the duration and timing of the media schedule meet the requirements of the advertising brief b. Determine the distribution of messages over the duration of the schedule to meet the requirements of the advertising brief c. Create a media schedule to the satisfaction of the advertiser d. Develop alternative media schedules for the advertiser within the budget e. Determine testing schedule for the media plan and continually modify media plan in accordance with results obtained 4. Produce a media plan including a creative brief a. Create a media plan which defines the media requirements of the advertising brief and provides evidence to support each requirement b. Specify the recommended media and vehicle/s, and the rationale for their selection in the media plan c. Ensure the media plan contains a budget allocation per medium per advertising period d. Identify the anticipated impact of the advertising and measures to assess its effectiveness in the media plan
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