ABSTRACT
In order to receive an advertising message effectively, an appropriate medium or set of media should be chosen to convey it and the message itself should take an accessible form. The most effective combination of media must then be selected to ensure that the target audience has access to the advertising message, and then, finally, it is essential that there is coordination across the media to ensure that a clear and consistent message is sent. An effective media schedule will ensure that sufficient numbers of a target audience will be exposed to an advertising message to a degree that it maximises the positive impact upon them. In order for an organisation to execute an effective advertising campaign, a creative brief must be generated to ensure that all parties involved in the process are working towards the same objectives.
