• A brief description of the product or service.  It should be no more than one or two paragrahs.

• Who is our target? Describe in terms of both demographics, psychographics, and relationship to product/brand.

• Where are we in the mind of our target audience?  This is written from the target public's perspective.

• Where is our competition in the mind of the target audience?  Remember that the competition is not necessarily the same product or service as ours, but fills a similar need (e.g. movie theaters and bowling alleys compete for the entertainment dollar).

• Where would we like to be in the mind of the target audience?  This is known as positioning.  This is also a desired outcome of our communications efforts.

• What is the consumer promise a/k/a "The Big Idea?"  Not a tag line or slogan, but it completes the sentence: You should buy this product/service because _____.

• What is the supporting evidence?  Where's your proof?  What will support your "Big Idea?"  List the benefits.

• What is the tone of voice for the advertisement?  What approaches and appeals will you use?

Updated September 5, 2003