Now that you've done your homework (research), it's time to start the planning process. Media planning involves creating alternative scenarios, then choosing the one that looks like it will work best. Remember, it's better to dominate in one media niche than to spread yourself thinly across too many; spending too little in too many places. Try another scenario where you drop out of some media, and double up your spending in others. Focus your spending so you appear as a dominate player no matter how small the playing field you've chosen.

The following three steps will be your "Blueprint for Success."

The Expense Analysis is your reference point for the cost of each ad or spot you might place. As you try alternate scenarios, for example, looking at the difference in cost and impact of 60 second radio commercials airing Monday through Friday 6am to Midnight, compared with 60's over five days in morning drive only, this will keep you focused on the leading options available as per your pre-determined budget.

The Advertising Calendar lets you fill in the times in the year when advertising will appear, so you can see the big picture at a glance. This is a valuable tool that allows you to see if you are bunching too much of your advertising during one time of the year, while leaving another season uncovered. Working with a calendar like this as you plan your advertising year helps you avoid the "spend it until it's gone" syndrome, and allows for continuous marketing, which is the way advertising works best. The Advertising Calendar also helps you manage the activity of getting your camera ready art, radio spots or television commercials to the right place at the right time.

The Budget Summary looks at the year by quarter and by category of media; print, radio, television, outdoor, direct mail, etc. You'll use the budget summary to plan cash flow to fund your advertising program. Obviously, a good budget is an important business management tool. Totals and percents let you see how you are spreading your budget over the year and the various media. This summary allows you to see how focused or "scattershot" your media plan will be. To prepare your Budget Summary, refer to each item on your calendar and list its corresponding cost. Production costs should be scheduled in as they become due. Space or airtime costs should be figured in the month the ad appears, even though bills will come due a little later. It's easier to keep track of what you are doing if you show the cost of a February ad, for example, in February.