1. Brand's unique advantage (What will the listeners gain from your brand which is different with others - USP)
2.Current brand position (current market share or ranking compared to the competitors)
3. Who are the competitors ? (please list the products or services that the competitors have)
4. Marketing/communication objectives (both short and long term goals for the listeners gain)
Short Term Goals
Long Term Goals
5. Advertising objectives (what are the short term goals for this campaign expected to achieve?)
6. Target audience
a. Primary: (please include with demographics, psychographics, buying characteristics, lifestyle)
b. Secondary: (please include with demographics, psychographics, buying characteristics, lifestyle)
7. What are the features, benefits and values of the product or service or brand ?
8. What do we want the audience to ...
i. think: what is the rational fulfillment in their mind ?
ii. feel: what is the emotional connection in their heart ?
iii. do: what action do we want them to take ?
9. Creative considerations (tagline/slogan, jingle, web address, phone number etc)
11. Suggested media (types of media, radio stations, names of media)
12. What is the overall allocated media budget ? (Do you wish us to suggest or have your breaking down into component parts?)