1. What is your Creative Concept? Creativity is essential, but a creative concept that doesn’t attract the right prospect or sell our most important benefits is wasted.

2. Your ad strategy is/could be

It is your message each ad should communicate every time. The challenge is to find a way to get your thoughts across to the right people.

3. What kind of “take away” do you want from our advertising? Image ads will communicate a feeling and a possible shift in perception. They are more for the long term results. Response ads convey specific news and call for a specific action. The goal here is a swift and measurable response.

4. What is your big idea? Is it keeping with the advertising strategy? Does it dramatize the key benefits recommended by our positioning strategy? Does it have substance? Are your claims believable & exciting? Is it easy to understand? Can it be summarized in a few words? Is it unique?

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