
A defined audience
Describe who the message should reach and the decision it supports. Broad exposure is not always useful for a specialist offer. Check that the next step is realistic for the people being reached.
Assign awareness, consideration, or response roles to media choices. Do not judge every format by one identical short-term conversion target. Name an owner for each task so requests do not get lost.
- A written brief
- Named responsibilities
- Agreed review points




