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This is page 2 from the Media Briefing Template.
It will give you an idea what additional guidance you can receive,
with my compliments.
SAMPLE - Page 2 from Media Briefing Template
Who Are You Trying To Reach and Sell To?
Target Group Male/ Female/ Both
For Example: Age Group: 12-17,18-24, 25-34, 35-49, 50-64, 65+
Or : Ad 18+ or Ad 35-54 etc or: ________________________________________
Skew: 50% Male/ 50% Female or________________________________________________
You may end up with a definition that looks like:
In this campaign, we are targeting Parents aged 35-54
with children under the age of 18 living in the household.
They are owners, managers, professionals, with a household income of $75,000+
and one of them commutes to their workplace an average of 45 minutes per day, each way.
(You can put a lot of additional qualifiers on this, but be careful you don't reduce your Target
Group so small that you can't find the media to reach them)
The more accurately you can define your target audience, the better and more efficient your buy becomes.
When do you want your ads to run, and be as specific as possible
Ie: March 14th for 7 weeks to April 30th (Not ‘Spring’)
The first flight, using TV will start W/O March 14 X and run for 7 weeks to April 30th
The second flight will use TV and Outdoor Posters starting W/O October 3rd and
run for 7 weeks to November 19th.
Now you and your creative/media team have a clear time-frame that's easily measurable
and can be confirmed date specific, and not just vaguely seasonal
© Copyright Spike of Angels. A Division of First Impressions Media -Page 2 of Media Briefing Template
A simple, easy to use ten page template designed to help you:
• Set your Media Objectives
• Identify Your Target Audience
• Decide When Do You Want The Campaign To Run?
• All The Things Your Budget Has To Cover
• Selecting The Must Haves and The Must Nots
• Spending Direction Considerations
• Creative Direction Considerations
Remember, as much as 80% of your ad budget buys your media time and space.
These ten pages contain simple instructions to make sure your budget is
well planned and well spent.