Champions are individuals who slightly exceed in what they do. I like to use them to lead hand-to-hand units into combat. They are good to give the unit a little more power in battle and now for only 10 or 15 etra points, why not?

Heroes are mighty fighters who are practice the art of war. I usually don't use these in my army. But if I do use them I get them to go behind some skirmishers or another unit and then charge when they do to help the unit out.

Lords are mighty warriors who lead your army to battle. Every army has to have a lord to lead it. Lords have a really good weapon skill score of seven which should easily out match your enemy. I like to place him in one of your calvary troops to give it more power.

Mages use the powers of magic. I try and put a mage in every army. In 1000 points I have an ordinary mage and in 2000 points or up I have any sort of mage. A good idea is to put your mage on a unicorn like I do. This gives the mage a dispel on a roll of 4, 5 or 6. They are also a load of good against Chaos. I usually get my wizard to hide at the back of the battlefield where nothing can get to it. If you like to take chances, put your mage on a unicorn and put him in a calvary unit to make more use of him.

Battle standards march forth by the general holding high the banner of the army. I like to put them in a calvary unit along with the general so it is almost impossible to fail a breaktest.