Stage 3 concerns final concept development fine tuning for production. Art direction is detailed, and specialist typographers, photographers, film director, illustrators, and specialist media experts are commissioned. Any other promotional aspects are also tied into the overall strategy. Commissioning of media is then made, and a timetable is set, with ‘traffic planners’ controlling the meeting of deadlines. Printers are booked and media space buyers negotiate the appropriate venues, release dates, and length of campaign run with account planners and media space sellers.