Situation analysis
  * Strategy & targets (business/brand/consumer)
  * Market situation and competition analysis
  * Marketing und media objectives
Objectives
  * Definition of communication objectives
  * cognitive-oriented objectives (awareness, recall)
  * affective-oriented objectives (interest, brand positioning,  
     brand development, brand management)
  * conative-oriented objectives (purchase intentions,
     customer loyalty)
Target group analysis
  * target group identification: two-step segmentation process
  * definition of core target groups based on
     - demographic characteristics (age, gender)
     - psychographic characteristics (interests, buying habits)
     - socioeconomic characteristics (occupation, social status, 
       income, buying power)
     - behavioural characteristics (buying behaviour, decision behaviour)
Strategic media planning
  * Campaign strategy (duration, timing, recency/burst strategy)
  * Media mix and budgeting
  * Advertising impact
  * Ad specials
Detail planning/Optimization
  * Detail planning for each media channel
  * Availability
  * Dates of publication
  * Selection of time slots
  * Positioning within the magazine or commercial break
Purchasing
  * Booking (order management, production plans)
  * Job handling (artwork, tapes)
  * Rescheduling/Optimization
Completion
  * Controlling, documentation
  * Invoicing
Evaluation/Controlling
  * Campaign performance (expost analysis)
  * Planning, purchasing efficiency
  * Competition reporting
Negotiations/Discounts
  * Special conditions, performance optimization
  * Client-specific agreements