Clear understanding of marketing strategy including specifics of what, why, how, and time based measurable objectives

Viewed from both competitive activity and marketplace circumstances

Beyond demographics to understand what motivates them in relation to the product/service

Simple statement of what action is desired of the target audience

Understanding what enhances or detracts consumers from desired result

Flushing out of key opportunities to positively connect with the consumer

Articulates the specific media strategy to achieve the marketing objectives

Enumerates the tactics that satisfy the media strategy

Lays out the schedule of activity within specified budget

Articulates mutually agreed upon strategy for negotiating buy

Tracks buy and ensures delivery as negotiated

End of process review of what did/did not work to achieve marketing objective