Return
The Agency
Free White Papers
Our Services
Featured Service
Case Studies
Contact Us

Free White Paper
Media Planning

Marketing & Media Planning Checklist

The following operational checklist shows what is likely to be required for a typical media plan and, in what order the items should appear.

I. Marketing Objectives And Strategies That Relate To Media.
These are usually summarized rather than being specified in detail.

II. Copy Strategy Statements And How The Media Will Support Them.
The creative strategy should be stated here to clarify decisions of media selected, or media used in a certain way.

III. Summary Of The Entire Plan.
This section provides a quick overview of what actions are recommended.

IV. Competitive Situation
This section reports and analyzes the impact of competitors' media activity.

V. Media Objectives
Objectives should be clear, concise and measurable. They should relate to the marketing objectives and they should cover the following topics:

  1. Target audience(s) definition including demographics and psychographics.
  2. Budget available and any restrictions on its use.
  3. Reach and frequency levels needed, and why.
  4. Seasonal spending patterns and continuity needs.
  5. Special geographical weighting needs, if any.
  6. Creative strategy needs.
  7. Promotional needs.
  8. Client manditories.
VI. Media Strategies
Strategies should be clear and concise and relate to media objectives. A rationale for each strategy statement should be provided. Strategies should include:
  1. Criteria for selecting and scheduling media.
  2. Media types selected (e.g. trade magazines, direct mail, newspaper, etc.)
  3. Allocation of budget to media classes.
  4. Strategy for allocating the budget to marketing areas.
  5. Reach and frequency levels by month and/or quarters of the year.
  6. Allocation of spending by months and/or quarters of year.
  7. Creative units specified by size and duration for each medium.
  8. Relation and impact of competitive strategy on plan.
VII. Media Plan Details/Documentation
This section contains the details of the media plan with guidelines for implementing the plan. Also included in this section are the Exhibits and supporting documentation.
  1. Yearly media flow chart showing all vehicles and how they are to be scheduled as a plan, including reach/frequency delivery by advertising periods.
  2. Data showing net reach and frequency for the target audience by medium and for the entire plan.
  3. Data showing gross impression delivery by medium and the entire plan by month.
  4. Cost summary table listing each vehicle with creative units, insertions dates and costs by creative unit.
  5. Proof that the media vehicles selected are the best choice based on the selection criteria e.g., cost efficiency rankings, attentive scores for each medium, etc..
Contact Via Email