A useful specification.
A more comparable proposal.

A poster in a lift, a door wrap and a timed screen slot are different purchases. Compare them by the actual position and agreed quantity, not a single headline society count.

Occupied homes, footfall and unique viewers need separate, dated sources. Placement counts alone do not establish audience reach.

Separate the media booking from the film or slide production. A cinema property, an auditorium, a scheduled show and an occupied seat are not the same unit.

A test-play video proves that a creative played at that moment; it does not prove every contracted show or the number of viewers.

A site is more than a pin on a map. Its facing direction, sightline, lighting and usable display area determine what the advertiser is actually buying.

A large road traffic estimate should not be presented as a count of people who actually saw the advertisement.

Screen ownership, advertising inventory and programmatic buying are different capabilities. Start with the screen and schedule that will appear in the proposal.

Playback totals are not impressions. Screens with different loops and hours should not be compared using only a monthly price.

Vehicle branding and terminal advertising reach people in different settings. A vehicle wrap should be scoped against identifiable vehicles and their operating areas.

Do not infer guaranteed daily kilometres, specific routes or audience numbers from a photograph of a branded bus.

Buying an advertising spot inside stores is different from commissioning a retailer's own music and announcement system. Start by selecting the correct scope.

A store's footfall is not evidence that every shopper heard the full spot. Retail audio should not be quoted as FM airtime.

A venue booking, a branded kiosk and a staffed customer interaction are separate deliverables. Define the interaction first, then price the infrastructure.

Footfall, interactions, samples distributed and qualified enquiries are different measures; one should not silently stand in for another.

Outlet branding is a design-and-production rollout, not just an advertising rental. Separate a fascia or display installation from permission to promote in somebody else's store.

A finished mock-up is not evidence of installation. A production quote should identify material and quantity, not only a lump-sum design cost.

Painted walls, printed wall wraps and shop shutters use different materials and preparation. A route plan also needs actual approved surfaces, not only a target square-foot total.

Do not claim permanent visibility or guaranteed rural reach from the quantity of painted area.

Community media can build a presence over time; a sampling day creates a different type of interaction. Keep the two schedules and their permissions clear.

A community relationship does not automatically authorise every placement, resident database access or third-party app advertising.

An integrated plan should make each medium's role visible. A longer list of placements is not automatically a better use of the budget.

Do not add reach estimates across media and call the total a unique audience unless a valid deduplication method is available.

A live shoot, an animation and an adaptation of existing footage have different production paths. Decide the distribution channels before the master is produced.

A generic "one video" quotation hides casting, music rights, voice languages, cutdowns, raw files and revisions. Define these before production.