A successful campaign starts with an effective media buy. You want to say your
First we clarify the goals of the campaign with our clients. Who is our target audience? Where are they? What is our unique selling proposition? Why would they buy from you? How do we reach them? When do we reach them?
Once these questions are answered, we establish budgetary goals, then plan the most cost effective media that achieves the best return on investment. Notice the media plan comes after the creative discussion. A media buy is most effective after you know who you're going to reach and what you're going to say to them.