developing a media plan
Developing a Media Plan I. Components of a Media Plan · Executive Summary · Situation Analysis · Creative Strategy · Media Objectives, Rationales, & Strategies · Appendix A. Executive Summary A one-page summary, or synopsis, of your media plan. This summary should give any reader an understanding of your plan, and its rationale "in a nutshell" B. Components of the Situation Analysis · Analysis of Marketing Objectives & Strategies · Competitive Considerations · Target Audience · Geographic Issues · Product, Timing, & Purchase Cycles · Questions about the Media Mix Hints for the Situation Analysis · List vital marketing facts that impact strategic media decisions · Summarize the main points of the brand’s marketing objectives and strategy at the beginning · Be descriptive and factual, DO NOT make recommendations in this section C.