WFA Media Charter
Media planning
- Advertisers need media strategies and planning supplied by their communications and/or media agencies to be founded on and measured, as a minimum, against the following criteria:
a) the exposure to the message occurs in the agreed editorial context and advertising environment
b) the delivery of the messages to the agreed audience(s) takes place at the agreed time and intensity
c) the message is received effectively and efficiently by the target audience.
d) the combination of media is the most effective and efficient to reach the campaign objectives - Advertisers select the media according to their relevance to their communication objectives. They therefore need to be able to assess the communication effectiveness of both established and new media and non-media vehicles, both individually and in combination.
- It is the responsibility of the agency to make the best recommendation based on agreed objective criteria and up-to-date information, so as to:
a) develop the media objective, strategy, plan and placement schedules,
b) select and buy the media
c) update the plans and optimize the execution, as most media categories evolve rapidly
d) control, measure and report on the plans' performances. - Advertisers need solution and channel neutral advice, with no bias in the media planning, buying and evaluation process which may result from conflicts of interest, e.g. handling of both media buying and selling operations or links with audience measurement operators.
- Any such conflict of interest should be disclosed willingly and immediately. Advertisers do not support incentives of media suppliers as they can distort this process.
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