What is the Brand positioning?
Why are we advertising?
Mat is the reason this client has decided to create new advertising?
Who are we talking to?
This is the target definition
-Demographic definition
-Lifestyle trends and attitudes?
-How does the target make decisions about the use of the product or service
Who is our competition?
Who are we up against?
Who could steal our target?
What can we do to pre-empt the competition?
What is the Key consumer benefit?
This is the reason why the advertising is going to work
This should be expressed in terms that the specific target can relate to.
It should be as proprietary as possible.
This is a benefit not a brand attribute.
What does the product or service do for the target?
What single sentence expresses the main idea of the advertising?
Sum it up in one simple sentence.
This is the essence of the advertising.
What is the one message we want our prospect to walk away understanding.
Wing is the brand personality?
What tone should the advertising have to reflect the brand personality?
What feeling or emotion should the advertising elicit?
Read the following chapter and answer the questions
Product service introduction written by mckinney audi