1. Communication Challenge

A. Why does this company need to advertise?

B. What are the specific challenges?

2. Target Audience

Who does the advertiser most want to reach and influence with this advertising?

3. Specific Company Strengths

A. What specific strengths of this company will appeal to the target audience?

B. Substantiate Strengths

4. Communication Strategy

A. What is the main message that will get the target audience to respond?

B. What media should deliver the message?

5. Desired Response

What do we want the target audience to do and think?

6. Background Information

A. What strategy has the client used in past or current advertising?

B. Any relevant client likes and dislikes?