
A defined audience
Describe who the message should reach and the decision it supports. Broad exposure is not always useful for a specialist offer. Use actual customer questions to check whether the plan is useful.
Assign awareness, consideration, or response roles to media choices. Do not judge every format by one identical short-term conversion target. Check what happens after the customer clicks, submits, or calls.
- A written brief
- Named responsibilities
- Agreed review points




