What is a key responsibility of the associate during the maintenance phase?

During the maintenance phase, one of the key responsibilities of the associate is to send schedules to the station. This task is crucial because it involves ensuring that all parties involved in a media campaign are aligned and that programming is executed as planned. By sending schedules, the associate helps to facilitate communication between the media outlet and the advertising team, confirming that the planned advertisements will air at the designated times. This ensures that the campaign runs smoothly and reaches the intended audience effectively.

While drafting the media plan, confirming market potential, and overseeing the negotiation strategy are important parts of the overall media planning process, they typically occur earlier in the campaign lifecycle rather than during the maintenance phase, which focuses on execution and ongoing management.