
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 the main customer path before judging the channel alone.
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




