
A defined audience
Describe who the message should reach and the decision it supports. Broad exposure is not always useful for a specialist offer. Ask customer-facing staff whether the inquiries fit the offer.
Assign awareness, consideration, or response roles to media choices. Do not judge every format by one identical short-term conversion target. Keep approvals with someone who can confirm the business facts.
- A written brief
- Named responsibilities
- Agreed review points




