"First, determine what you need to accomplish. For example, you may need to generate a specific number of leads, raise your visibility in a certain industry or geography, or communicate a key message across different media. Set tangible goals for your traditional media plan. Each traditional media vehicle has benefits and drawbacks. When you’ve defined your goals, you can decide which vehicle will work best. Make sure you plan how to measure your campaign as well."
— I. Moderandi in The Startegic Marketing Process — How to Structure Your Marketing Activities to Achieve Better Results
