Get Creative As You Prospect

When crafting your strategy, in addition to considering which magazines your audience is likely to read, television or radio shows they tune into, or Web sites they frequent, consider internal company issues. Some companies, for instance, want to test quickly, while others take six months to plan a
test. These will impact your media selection. Also consider your resources, such as budget, staff and systems to track everything. Remember to plan for creative and fixed costs of new acquisition media, as well as ongoing production and media expenses.