0 GENERALITES

Ces questions proviennent d'un système de créativité appliquée très fouillé. (Copyright 1988 - 1993, IdeaFisher Systems, Inc.). On les trouvera sans doute desordonnées, parfois non pertinentes, naïves ou allant de soi. Mais c'est un exemple de brainstorming utile.

Quelques exercices de ce genre permettront de se passer de ce pense-bête, puisque, par définition, vous aurez incorporé la technique des questions à vos modes de pensée:

La publicité

La question

Créativité

créativité appliquée

Agences Web

1 VOTRE PRODUIT

• 1 WHAT ARE YOU REALLY SELLING? (For example: soap, or cleaning power? Fax machines, or speed of information?)
• • 2 What is the CORE IDEA of the product? (What is the customer to expect from this product? What is its promise? What "http://www.geoscopies.net/infoproaction/managinter/management/miracle" does it perform?)
  • 2 Which words that pinpoint the CORE IDEA may be effective in the headline or copy?
  • 2 What audio/visual image does the CORE IDEA bring to mind?

• 1 What ONE KEY BENEFIT does the user of the product receive, and how can you show it in an ad? For example:
• • 2 What does the product help a person save, gain, improve, achieve, or enjoy?
  • 2 What fear does the product reduce?
  • 2 What loss does the product prevent?
  • 2 What if you associate the key benefit with a TREND that's increasing people's readiness for this kind of product?

• 1 From the customer's point of view, what is most interesting about the USE of this product? Imagine the ad expressing:
• • 2 what the product is doing; the reason it's being used
  • 2 the unique way it's being used
  • 2 the special time when it's being used
  • 2 the important place where it's being used
  • 2 something else the person can do while using it

• 1 What aspect of product DESIGN would be a convincing element of the ad? Such as:
• • 2 convenience, accessibility, maneuverability, ease of operation
  • 2 elegance, beauty, grace, color, style
  • 2 practicality, comfort, economy
  • 2 shape, size, weight, portability
  • 2 versatility, adaptability, flexibility
  • 2 association with an historical period or with the future

• 1 What distinct and pleasing SENSORY PERCEPTION is associated with this product? (What sight, sound, taste/flavor, odor, texture?) How can the ad communicate this experience?
• • 1 When the product is handled or experienced, what "feel" does it have, and how might you convey this feeling in the ad? (such as delicate, sturdy, snappy, gliding, firm, well-balanced)
  • 1 What emotional experience is associated with this product or with this TYPE of product? Is it pleasant and vivid enough to portray in the ad?

• 2 What social relationship is positive and powerful enough to focus the message? Would your choicest customer be drawn to it?

• 1 What other intangibles are associated with this product or with this TYPE of product? What would your choicest customer find most appealing? For example:
• • 2 fantasy, whimsy, escape from the ordinary
  • 2 friendship, love, romance
  • 2 insight, understanding, higher awareness
  • 2 joy, fun, happiness, cheer
  • 2 progress, improvement

• 1 What kind of ACTIVITY is associated with this product? Is it interesting enough to use as an illustration?
• • 2 What interesting EVENT could be linked with the product?

• 1 What MOTION or RHYTHM is peculiar to this product, and how can you use it to grab attention?

• 1 What CHANGE or EFFECT does the product bring about? How can the ad show this desired result?

1 What value does this product add to another product or service? How can you illustrate the value added?

• 1 In what way is your product distinctly superior to all its competitors and how can you relate this to the customer?
• • 2 What PHYSICAL, TANGIBLE element is superior?
  • 2 What SUBJECTIVE, INTANGIBLE quality makes it superior? Such as:
  • • 3 economy, value, practicality
    • 3 status, class, prestige, reflected glory
    • 3 style, attractiveness, sensual appeal

• 2 What is your product's superior CAPABILITY? For example:
• • 3 adaptability, versatility, multiple uses
  • 3 durability, endurance, hardiness, longevity, survivability
  • 3 quickness, acceleration, responsiveness, speed
  • 3 sheer strength, energy, force, power, might

• 2 What backup and service are beyond compare? Does the package include more than a customer has a right to expect? Such as:
• • 3 immediate fulfillment of orders; free/overnight delivery
  • 3 easy financing
  • 3 on-site service; toll-free, 24-hour technical support
  • 3 availability of parts; upgrades, updates
  • 3 customized design, training, follow-through
  • 3 warranty, guarantee
  • 3 preferential treatment plan

• 1 If you've identified several superior attributes: which one is most IMPORTANT to the customer, and why?
• • 2 Is this attribute compelling enough for a headline? What wording comes to mind?
  • 2 Which superior attribute is most INTERESTING from the customer's point of view? Which one could grab attention?

• 1 If the product could talk: what words would it use to describe itself?
• • 2 Imagine listening to what the product is trying to tell you. What is it saying about the way it wants to be promoted?

• ---

Advertisement and Promotional Material Questions, Understanding Your Product

1 CONTENT: Analyze the product from the customer's point of view. Identify features, benefits, and social-emotional associations that will capture attention and persuade the customer to take action. Begin translating your analysis into elements of an ad. 17 main questions. 69 total questions.

1 When people hear the name of this product, what do they think of first? Does it suggest different things to different people?

2 What incorrect perceptions of the product should the ad counteract?

1 What is the CORE IDEA behind the product? (What is the customer to expect from this product? What is its promise? What "http://www.geoscopies.net/infoproaction/managinter/management/miracle" does it perform?)

2 Which words that pinpoint the CORE IDEA may be effective in the headline or copy?

2 What audio/visual image does the CORE IDEA bring to mind?

1 What ONE KEY BENEFIT does the user of the product receive, and how can you show it in an ad? For example:

2 What does the product help a person save, gain, improve, achieve, or enjoy?

3 What new or different expression of the good life does it provide?

2 What fear does the product reduce?

2 What loss does the product prevent?

2 WHAT ARE YOU REALLY SELLING? (For example: soap, or cleaning power? Fax machines, or speed of information?)

1 From the customer's point of view, what is most interesting about the USE of this product? Imagine the ad expressing:

2 what the product is doing; the reason it's being used

2 the unique way it's being used

2 the special time when it's being used

2 the important place where it's being used

2 something else the person can do while using it

1 What aspect of product DESIGN would be a convincing element of the ad? Such as:

2 convenience, accessibility, maneuverability, ease of operation

2 durability, longevity, reliability, repairability

2 elegance, beauty, grace, color, style

2 practicality, comfort, economy

2 shape, size, weight, portability

2 speed, power, strength

2 versatility, adaptability, flexibility

2 association with an historical period or with the future

2 association with a country/continent/geographic area

2 association with a particular group of people

1 What distinct and pleasing SENSORY PERCEPTION is associated with this product? (What sight, sound, taste/flavor, odor, texture?) How can the ad communicate this experience?

1 When the product is handled or experienced, what "feel" does it have, and how might you convey this feeling in the ad? (such as delicate, sturdy, snappy, gliding, firm, well-balanced)

1 What emotional experience is associated with this product or with this TYPE of product? Is it pleasant and vivid enough to portray in the ad?

1 What other intangibles are associated with this product or with this TYPE of product? What would your choicest customer find most appealing?

2 fantasy; higher awareness

2 friendship, romance

2 fun, happiness, excitement

2 loyalty, respect

2 progress, improvement

2 quality, rarity, excellence

2 prestige, success

2 trendiness, timeliness

1 What kind of ACTIVITY is associated with this product? Is it interesting enough to use as an illustration?

2 What interesting EVENT could be linked with the product?

1 What MOTION or RHYTHM is peculiar to this product, and how can you use it to grab attention?

1 [For varieties of movements, see the IdeaBank Topical Category called action/motion/movement/rhythm.]

1 What CHANGE or EFFECT does the product bring about? How can the ad show this desired result?

1 What value does this product add to another product or service? How can you illustrate the value added?

1 In what way is your product distinctly superior to all its competitors and how can you relate this to the customer?

2 What PHYSICAL, TANGIBLE element is superior?

2 What SUBJECTIVE, INTANGIBLE quality makes it superior? Such as:

3 economy, value, practicality

3 style, attractiveness, sensual appeal

2 What is your product's superior CAPABILITY? For example:

3 adaptability, versatility, multiple uses

3 durability, endurance, hardiness, longevity, survivability

3 quickness, acceleration, responsiveness, speed

3 sheer strength, energy, force, power, might

2 What backup and service are beyond compare? Does the package include more than a customer has a right to expect? Such as:

3 immediate fulfillment of orders; free/overnight delivery

3 easy financing

3 on-site service; toll-free, 24-hour technical support

3 availability of parts; upgrades, updates

3 customized design, training, follow-through

3 warranty, guarantee

3 preferential treatment plan

1 If you've identified several superior attributes: which one is most IMPORTANT to the customer, and why?

2 Is this attribute compelling enough for a headline? What wording comes to mind?

2 Which superior attribute is most INTERESTING from the customer's point of view? Which one could grab attention?

1 How do your sales associates/sales reps describe the product, and what do their insights suggest for an ad?

1 If the product could talk: what words would it use to describe itself?

2 Imagine listening to what the product is trying to tell you. What is it saying about the way it wants to be promoted?

1 SUMMARY: You have analyzed the product from the customer's point of view, seeking the most salient elements to include in the ad. In the next group of questions, you will consider the ad strategy and continue crafting the message.

2 VOTRE MARCHE, VOS CLIENTS

UNDERSTANDING THE CUSTOMER:

1 Who is your choicest customer? (Who makes the decision to buy this kind of product? Is it the person who will be using it?)

2 Who IS the end user?

2 Who else has the power to influence a decision to buy this product? How important is it to keep this person in mind as you craft the ad?

1 What product benefits and features are most important to this customer? Such as:

2 comfort, convenience, safety

2 design, style, artistic or intellectual value

2 efficiency, effectiveness, service after purchase

2 healthfulness, nutrition

2 newness, uniqueness, being on the cutting edge

2 packaging

2 power, speed

2 price, value, economy, thrift

2 quality, dependability, reliability, durability, longevity

2 sensual appeal (beauty, harmony, color, appeal to the senses)

2 size, amount

2 status, prestige

1 What more information would help you REACH THE MIND of your choicest customer?

2 Imagine asking the person, "What do you do for a living?" What does it reveal about the way this person thinks?

2 What is the person's age range, and how relevant is it?

2 What is the person's level of education, and what does it suggest for an interesting angle or choice of words?

2 What real or desired socioeconomic status influences the kind of image this person identifies with?

2 What is the customer trying to achieve? What does the person want to be good at or known for?

3 What element of this goal could be reflected in the ad?

2 What fear does this customer often experience? Is it strong and relevant enough to focus the ad?

2 What pain or discomfort is common in this person's life? How can you show it an ad?

2 What relevant problem does the customer often face? Does the challenge suggest a headline?

1 What other yearning does the person have, and how can the ad present the product as an answer to that wish? Such as:

2 the desire to be attractive, good-looking, desirable

2 the desire to belong; to be popular

2 the desire to be admired, respected

2 the desire to be safe, protected, secure

2 the desire to be knowledgeable, capable, competent

2 the desire to find meaning in life

1 How would the person answer the question, "Who are you?" What self- descriptive words might connect with this person's psyche? Such as:

2 adventurer, trendsetter, pathfinder, risk taker

2 boss, leader, decision maker, powerbroker

2 careful shopper, informed consumer

2 conservationist, animal lover, outdoor person

2 health and fitness nut; couch potato

2 regular guy, average joe, working stiff, taxpayer

2 wife & mother, husband & father, single parent, grandparent

2 young adult, thirty-something, senior adult

2 goal-seeking; aimless

2 good looking or plain; slim & stylish or too fat

2 popular; not popular

2 retired, semi-retired

2 trendy, cool, up-to-date; out of fashion

2 too busy; bored

2 well-informed, well-read

2 worried, depressed, listless

1 Whom does the person want to impress?

1 In addition to your current customer base, what NEW segment of the market do you want the ad to attract?

1 Is there a secondary audience whose goodwill must be kept in mind although they'll never be buyers? What influence do they have?

1 SUMMARY: With more information about the market and more insight into the way your customer thinks, you're prepared to take a fresh look at the product and see new angles for your ad.

1 End of Understanding Your Market - Competition - Customer. Copyright 1988 - 1993, IdeaFisher Systems, Inc. All rights reserved worldwide.

• 1 YOUR MARKET AND YOUR CUSTOMER:
• • 1 What drives sales in this market? (such as impulse, quality, price, reputation, on-site service, availability of parts)
  • • 2 What angle does this suggest for the advertising?
  • 1 Who is your choicest customer? (Who makes the decision to buy this kind of product? Is it the person who will be using it?)
  • • 2 Who IS the end user?
    • 2 Who else has the power to influence a decision to buy this product? How important is it to keep this person in mind as you craft the ad?
  • 1 What product benefits and features are most important to your choicest customer? Such as:
  • • 2 comfort, convenience, safety
    • 2 efficiency, effectiveness, service after purchase
    • 2 healthfulness, nutrition
    • 2 newness, uniqueness, being on the cutting edge
    • 2 power, speed
    • 2 price, value, economy, thrift
    • 2 quality, dependability, reliability, durability, longevity
    • 2 sensual appeal (beauty, harmony, color, appeal to the senses)
    • 2 status, prestige
  • 1 What yearning does the person have, and how can the ad present the product as an answer to that wish? Such as:
  • • 2 the desire to be attractive, good-looking, desirable
    • 2 the desire to belong; to be popular
    • 2 the desire to be admired, respected
    • 2 the desire to be safe, protected, secure
    • 2 the desire to be knowledgeable, capable, competent
    • 2 the desire to find meaning in life
  • 1 What fear does this customer often experience? Is it strong and relevant enough to focus the ad?

• 2 What pain or discomfort is common in this person's life? How can you show it in an ad?

1 What relevant problem does the customer often face? Does the challenge suggest a headline or a picture?

• 1 What are the customer's psychographic traits? How would the person answer the question, "Who are you?" For example:
• • 2 adventurer, trendsetter, pathfinder, risk taker
  • 2 boss, leader, decision maker, powerbroker
  • 2 careful shopper, informed consumer
  • 2 conservationist, animal lover, outdoor person
  • 2 health & fitness nut; couch potato
  • 2 regular guy, average joe, working stiff, taxpayer
  • 2 wife, husband; parent
  • 2 young adult, thirty-something, senior adult
  • 2 cheerful, confident; or worried, depressed
  • 2 goal-seeking, goal reaching; or aimless, floundering
  • 2 good-looking or plain; slim & stylish or too fat
  • 2 intellectual or action-oriented
  • 2 popular or not popular
  • 2 retired, semi-retired
  • 2 too busy; bored
  • 2 trendy, cool, up-to-date; or out of fashion

Advertisement and Promotional Material Questions, Understanding Your Market - Competition - Customer

1 CONTENT: Pinpoint your market niche. Analyze your choicest customer and begin noting ways to open the person's mind to your message. Differentiate yourself from the competition. 18 main questions. 78 total questions.

1 UNDERSTANDING THE MARKET:

1 Are your prospective customers already familiar with this kind of product, or must you sell them on the idea itself?

1 What drives sales in this market? (such as impulse, quality, price, reputation, on-site service, availability of parts)

2 What angle does this suggest for the advertising?

1 What position does the product hold in people's thinking about this type of product? In other words, what is this product known as?

2 If the product does not have a definite niche, or if it needs to be repositioned: what place do you want it to hold? What do you want this product to be known as?

2 What niche is revealed when you ask customers what's wrong with, or what's lacking in, the choices now available?

2 What if you carve yourself a niche by contrasting yourself with the competition? (such as 7-Up as the Un-cola)

2 What if you find a hole in the market by thinking the reverse of a current trend? (for example, from "Bigger is Better" to "Small Is Beautiful")

2 What niche may be opened by sociopolitical events now changing the world?

2 What other societal trends are becoming evident, such as swings of public opinion? What market niche do they open up?

2 What market niche is suggested by ecological/environmental change? What scientific or technological angle can you use?

2 What niche is suggested by a particular difficulty in marketing, or by a misunderstanding of the product?

1 UNDERSTANDING THE COMPETITION:

1 What are the product's direct competitors?

2 If there is competition from your own product line, perhaps under various brand names: how similar or how different should their advertising be?

1 What competition might exist in the minds of people who are not very well informed about the product category? What products on the market are superficially similar, and what threat do they pose?

1 If competitors are winning your prospective customers and keeping them away from you: how do you explain their competitive success?

2 What has been the competition's most effective advertising, and why? (such as their headlines, messages, A/V, style, tone, media placement)

1 For each competing product: list its STRONG POINTS. After each point, tell which is better in that regard--the competitor or your product.

1 For each competing product: list its WEAK POINTS. If your product is SUPERIOR at any point where others are weak, tell exactly how.

1 If pertinent: what are the advertising priorities of the competition? Do you detect a pattern? How do their priorities affect your decisions for this product?

2 How much are the competitors spending on advertising, and how cost-effective are these efforts?

2 How effective are the competitors' brochures and other collateral material?

2 Should you research the competitors' past or current ads, to find ideas worth capitalizing on--or old ideas to avoid?

1 What content or approach would threaten the competition?

2 How would the competition probably counteract the threat, and with what results?

3 VOTRE STRATEGIE

1 YOUR STRATEGY:

• 1 What do you want people to think of FIRST when they see or hear the name of the product? What should the name immediately bring to mind? (such as Snuggle fabric softener's suggestion of comfort, softness)
• • 2 What images come to mind when you brainstorm, or free-associate, from this desired first impression? (as in SOFTNESS...cotton... soft...kitten...gentle...snuggly)
  • 2 free-associate from a SOCIAL RELATIONSHIP linked with this kind of product, such as a family member...friend...lover... classmate...co-worker...mentor...customer...companion animal
  • 2 free-associate from an EMOTION linked with this kind of product, such as joy...anxiety...anticipation...exhilaration...

• 1 What is really being sold? (What fantasy, what hope, what power, what pleasure, what relief, what solution to a problem?)
• • 2 What ideas come to mind when you brainstorm from what is really being sold?
  • 2 How about speaking directly to the problem that the product claims to solve?
  • 2 What images come to mind when you put yourself in the world of the problem, imagining what the product is doing?

• 1 What TONE would your choicest customer respond to for a product like this?
• • 2 assertive, commanding, leader-like
  • 2 chic, sophisticated, understated, elegant
  • 2 childlike, innocent, sweet
  • 2 classic, ageless, eternal
  • 2 crisp, quick
  • 2 down-home, down-to-earth, comfortable
  • 2 emotional, exaggerated
  • 2 flamboyant, outrageous, brash
  • 2 futuristic, forward-looking, avant-garde
  • 2 haunting, mysterious, intriguing
  • 2 intelligent, intellectual, educated, witty
  • 2 helpful, soothing, gentle
  • 2 light, cheerful, happy
  • 2 lovely, handsome, rare
  • 2 macho, rugged, burly
  • 2 nostalgic, sentimental
  • 2 outdoorsy, nautical, environmental
  • 2 patriotic, nationalistic
  • 2 powerful, potent, healthy, robust
  • 2 practical, reasonable, no-nonsense, businesslike
  • 2 romantic, sensual, sexy
  • 2 scientific, rational, technical
  • 2 soft, smooth
  • 2 solemn, serious
  • 2 traditional, conservative
  • 2 urgent, immediate, intense
  • 2 young, trendy, energetic

• 1 If the product is NOT significantly better than the competition: what different angle could you take in the ad?
• • 2 What small product difference can be made to SEEM important?
  • 2 What lifestyle imagery can you associate with the product to create the desired impression?
  • 2 What social value can you associate with it to suggest how important and desirable the product is?
  • 2 What if you put a new spin on a formula that has worked for the competition? (such as Surf detergent's shift of focus from dirt to odor)

• 1 What if you create a symbolic ad by borrowing associations from another realm? Link your product with something that has the connotations you want associated with your product. Such as:
• • 2 a real or mythical animal that symbolizes the essence or intangible qualities of the product (like the Merrill Lynch connotation of "bullish on America")
  • 2 an historic figure, or a famous person associated with the subject
  • 2 a famous place

• 1 What if you make use of nostalgia?
• • 2 How about an image of "remember when," linking that era or event with your product?

• 1 What if you use a factual appeal?
• • 2 If it's true that the more facts you tell, the more you sell: what facts should you include without confusing the message?
  • 2 What if facts were presented in a humorous way?

• 1 If the customer is increasingly concerned about getting value for the money: how can you increase the perceived value of the product?
• • 2 stress quality, longevity, effectiveness
  • 2 give more product information
  • 2 use a comparative ad

1 If you knock the competition in order to take its place as "best" in the minds of consumers: how should you do it? With humor?

• 1 How about including the product's price?
• • 2 Should you point out the relative price (expensive or inexpensive)? How overt or subtle should the indication be?

• 1 What do you want the prospect to DO in response to your ad? Exactly what action should the customer take?
• • 2 How strong and clear should the instruction or urging be? (Subtle, or direct/DO IT NOW?)
  • 2 Should you say where the product can be purchased?
  • 2 What risk-free offer would encourage customer response?

4

Advertisement and Promotional Material Questions, The Context and General Purpose of Your Ad

• 1 CONTENT: How can you craft a compelling message that cuts directly to the mind of the customer? Unless you're willing to pin your hopes on a happy accident, use the following questions to frame your decisions about the ad. 16 main questions. 48 total questions.

1 NOTE: The word "product" refers to whatever is being advertised. An advertisement may be a print ad, a radio or TV commercial, a billboard, a poster, a brochure, or a message on a package. The "customer" is the person to whom the ad is directed.

• 1 ORIENTATION:

• 1 What are your personal feelings about the project?
• • 2 If you have any reservations: how can they be resolved?
  • 2 If doubts or negative feelings are likely to interfere: what if you were to quit the project now?

• 1 What is the schedule? What are your deadlines?

• 1 Turning to this advertisement: what is its general purpose?
• • 2 to gain new customers for an existing product; to generate leads for sales staff
  • 2 to strengthen customers' brand loyalty; to strengthen a corporate image
  • 2 to change the image of a product; to change a corporate image (From what to what?)
  • 2 to present a new product, a new version of a product, or an extension of a product line
  • 2 to present a new company
  • 2 to excite interest in a new concept; to educate about the need/idea underlying a new product
  • 2 to influence public opinion

• 1 What will be the scope of the ad:
• • 2 In what media will the ad appear?
  • 2 For each medium, what reach? How many prospective customers will be exposed to the ad, in what geographic area(s)?
  • 2 For each medium, what intensity? How many presentations of the ad, over what period of time?
  • 2 What continuity/scheduling? Constant exposure, or intermittent?

• 1 How will you know when you have accomplished your purpose? What will be the evidence?
• • 2 What is an acceptable outcome, short of fulfilling your goal?

• 1 What is the budget for developing and field-testing this ad? If pertinent: what is the total budget, including placements?
• • 2 If you think the budget is insufficient for an ad of this importance: what can you do to increase it?
  • 2 How about cooperative advertising with a supplier, a distributor, or a company that sells related products? What benefits beyond the budget could accrue to you both?

1 Does the person who is in charge of advertising this product thoroughly understand it? (its history, purpose, technology, capabilities, limitations, potential, and place in the big picture)

2 What about this product is not well understood?

1 How much freedom do you have to be creative?

2 What if you challenge the fixed elements you disagree with?

5 1 BACKGROUND AND WORKING ASSUMPTIONS:

1 NOTE: The rest of the questions put your ad into context. If you already know the corporate marketing plan, the history of this product's promotion, how your product compares with the competition, and what the competition has been doing, you may skip these questions and move on to "Understanding Your Customer - Market - Competition."

• 1 Considering the overall marketing plan: what difficulties do you foresee in reaching customers?
• • 2 If the product is new and you're not sure who your best customers will be: why go ahead with an ad? Should your budget go to research or to a different kind of promotion?

• 1 How do you track the results of a single advertisement, such as responses and attributable sales?

• 2 If pertinent: how do you track results of an ad campaign?

• 1 What elements of this product's promotion have been tested? (such as news releases, product reviews, ad headlines, ad copy, writing style, illustrations, coupons, other offers and incentives)
• • 2 What kind of promotion--or what particular promotion--has worked especially well for this product, and why?
  • 2 What has not worked well, and why?

• 1 If this product has been advertised before: when and where did the first advertisements appear?
• • 2 How have the content and delivery stayed the same, and why?
  • 2 How have the content and delivery been CHANGED, and why?
  • 2 What are reasons NOW for thinking the content or delivery needs a change?

• 1 How many different ads for this product are currently running, and where?
• • 2 What is the FIRST IMPRESSION created by each different ad? What does the customer immediately think of?
  • 3 Is each first impression as intended, or are customers taking the message a different way?

• 1 What more should you know about the way this product has been promoted? Such as:
• • 2 Where have the messages appeared? (in what media, including packages, brochures, cover letters, press releases, reviews, interviews, talk shows) Should you get a copy of each?
  • 2 Which media have proved most effective and why?

• 1 What if you question the emphasis on a particular type of ad or medium, such as print vs. radio or TV?

• 1 Because 2/3 of consumer purchases are unplanned, and because 1/3 of the shoppers who have been pre-sold by advertising CHANGE THEIR MINDS at point of purchase:
• • 2 Would your advertising dollars be better spent on creating a more appealing PACKAGE?
  • 3 What if you improve the appeal and readability of the name and message on the package?
  • 3 What if you made the package more interesting and attractive?

1 SUMMARY: Knowing the history of this product's promotion, the general purpose of the latest ad, and your role in its creation, you're ready for a more detailed consideration of customer traits and the nature of the market.

6 SECTEURS

Secteurs sur Internet Entreprises sur Internet

Multinationales sur Internet PME sur Internet

7 Advertisement and Promotional Material Questions, Deciding Your Strategy - Brainstorming Your Message

1 CONTENT: Use the information gained earlier to plan your creative strategy. Then enter the world of your customer and brainstorm images for your ad. 30 main questions. 140 total questions.

• 1 GENERAL STRATEGY:

• 1 What is your aim? Exactly what do you want your ad to accomplish?
• • 2 Will you be selling primarily the product, or the idea?
  • 2 Does the advertising need an entirely new slant? Or is your aim to create a variation on a theme?

• 1 Considering the phases a customer typically goes through in adopting a product, which strategy is appropriate for your choicest customer:
• • 2 Phase 1, Awareness: Learning the product's name, purpose, characteristics. STRATEGY: Highlight name and basics.
  • 2 Phase 2, Interest: Seeing how the product can benefit oneself. STRATEGY: Link key benefit with customer's perceived need.
  • 2 Phase 3, Evaluation: Comparing the product with alternatives. STRATEGY: Compare product with competition or with other ways to spend one's money. Show relative merit.
  • 2 Phase 4, Trial: Seeing how the product works. STRATEGY: Show peer group using it to their advantage.
  • 2 Phase 5, Adoption: Accepting the product as the answer to a perceived need or problem. STRATEGY: Make sure price is right.
  • 1 How long must the new advertisement stay fresh and up-to-date? Will it be run again in the future?
  • 2 Do you want to create something with timeless appeal? Something trendy? Something easy to update?
  • 2 What if you plan to build momentum in a series of ads?

• 1 What imagery from current advertising do you want to carry over to the latest ad, and why?

• 1 What logo, slogan, or jingle is identified with this product?
• • 2 Which of these must or should be incorporated into the ad?
  • 2 If no logo/slogan/jingle exists: what if you create one?

• 1 Which medium, or which media, will be your best choice, and why? For example:
• • 2 direct mail (Including what kinds of promotional material?)
  • 2 print advertising (Where?)
  • 2 radio (What kind of station, and where?)
  • 2 television (What kind of station, and where?)
  • 3 direct-response commercial with toll-free number
  • 2 outdoor/billboard/bus stop
  • 2 transit advertising (Where on or inside the vehicle?)
  • 2 point-of-purchase display
  • 2 specialty advertising (What kind of item?)

• 1 What other promotional activities should be planned to support your advertising? Consider:
• • 2 news releases, articles, reviews, interviews, testimonials, speeches
  • 2 contests, sweepstakes, special events
  • 2 trade shows, exhibits
  • 2 demonstrations, convention presentations
  • 2 incentives/premiums, such as:
  • 3 rebates; coupons; samples; items of extra value

• 1 METHODS AND MESSAGES:

• 1 To clarify: what position do you want this product to occupy in the customer's mind? (Where, in people's thoughts about the product category, do you want THIS product to be--or to stay?)
• • 2 Imagine that you ARE the product occupying this position. What words come to mind when you enter that world?
  • 3 Which of these images could you use to convey the main benefit of using the product?

• 1 If this product is so new that you must also sell the idea underlying it, what should be the FOCUS of your ad? Consider:
• • 2 linking the RATIONALE for the product with a need or desire
  • 2 linking the main BENEFIT of the product with a need or desire
  • 2 linking the USE of the product with a need or desire
  • 1 If this product is the first of its kind: what if you link it with imagery of another "first":
  • 2 link it with a "famous first"
  • 2 link it with a "personal first," such as first day in school, first girlfriend/boyfriend, first job, birth of first child

• 1 If your company and your product BOTH are new: what assurances might be conveyed in the ad or incorporated into a slogan?

• 1 If the image of the product is "http://www.geoscopies.net/infoproaction/managinter/management/males only" or "females only": do you want to maintain this perception, or position the product to include both?

• 1 If the product is plain, ordinary, utilitarian: what more interesting, surprising meaning can you give it? (such as presenting car tires or hubcaps as a status symbol)
• 1 If your ad may be controversial: how about addressing both sides of the issue?
• 1 What do you want people to think of FIRST when they see or hear the name of the product? What should the name immediately bring to mind? (such as Snuggle fabric softener's suggestion of comfort, softness)
• • 2 What images come to mind when you brainstorm, or free-associate, from this DESIRED FIRST IMPRESSION? (as in SOFTNESS...cotton... soft...kitten...gentle...snugly)

• 1 What is really being sold? (What fantasy, what hope, what power, what pleasure, what relief, what solution to a problem?)
• • 2 What ideas come to mind when you brainstorm from what is really being sold?
  • 2 How about speaking directly to the problem that the product claims to solve?
  • 3 What images come to mind when you put yourself in the world of the problem, imagining what the product is doing?

• 1 What is the KEY BENEFIT of this product?
• • 2 What does it help the customer gain?
  • 3 What do you associate with the main thing it can help a person gain? (Think out loud. Start with the gain, and let one idea lead to another...)
  • 2 What fear does the product reduce?
  • 3 What images come to mind as you free-associate from the CAUSE of the fear...?
  • 3 What images come to mind as you free-associate from the REDUCTION of fear...?
  • 2 What loss does the product prevent?
  • 3 What images come to mind as you free-associate from the CAUSE of loss...?
  • 3 What images come to mind as you free-associate from the PREVENTION of loss...?
  • 2 What comes to mind when you imagine that you ARE the product, explaining why the customer should choose you...?

• 1 What TONE would your choicest customer respond to for a product like this? Such as:
• • 2 assertive, commanding, leader-like
  • 2 brilliant, sparkling, shiny
  • 2 chic, sophisticated, understated, elegant
  • 2 childlike, innocent, sweet
  • 2 classic, ageless, eternal
  • 2 creative, risk-taking
  • 2 crisp, quick
  • 2 emotional, exaggerated
  • 2 flamboyant, outrageous, brash
  • 2 futuristic, forward-looking, avant-garde
  • 2 haunting, mysterious, intriguing
  • 2 helpful, soothing, gentle
  • 2 homey, comfortable, down to earth, protective
  • 2 intelligent, intellectual, educated, witty
  • 2 light, cheerful, happy
  • 2 lovely, handsome, rare
  • 2 macho, rugged, burly
  • 2 nostalgic, sentimental
  • 2 outdoorsy, nautical, environmental
  • 2 patriotic, nationalistic
  • 2 powerful, potent, healthy, robust
  • 2 practical, reasonable, no-nonsense, businesslike
  • 2 romantic, sensual, sexy
  • 2 scientific, rational, technical
  • 2 soft, smooth
  • 2 solemn, serious
  • 2 traditional, conservative
  • 2 young, trendy, energetic

• 1 What if the seller appeared in the ad?
• • 2 Is the seller's personality compatible with that of the product? Is it interesting enough?

• 1 If you're planning for continuity: what if you create a spokesperson? (such as Bartles & Jaymes)

• 1 What real or imaginary barriers to buying can the ad remove?
• • 2 If some customers may be embarrassed to buy this product: should the ad be discreet, or should it acknowledge the embarrassment with humor?
  • 2 If the product may be resisted because it requires behavioral change: can you associate it with someone greatly admired? (such as a celebrity who has struggled with a similar problem)
  • 2 If the customer may feel guilty about buying this product because it seems too frivolous, fattening, expensive, or self-indulgent how can the ad make the purchase seem a good idea?
  • 3 mention safety features, health benefits, or potential for enhancing prestige
  • 2 create the impression "You owe it to yourself"

• 1 What if you associate the key benefit with a TREND that's increasing people's readiness for this kind of product:
• • 2 What trend can you link with the product's promise of gain... reduction of fear...or prevention of loss?
  • 2 What sociopolitical events are changing the world? Imagine your product contributing to the quality of life.
  • 2 What shifts of public opinion are emerging? What new social- emotional realities can you associate with your product?
  • 2 What geographic/atmospheric/environmental changes are occurring, and what do they suggest for an ad? Should you jump onto any bandwagons of science?
  • 2 For your choicest customer, have you identified any trends that will affect personal happiness or success? What increasing fear or desire can be addressed by this product?
  • 2 What if you convey the product's or company's contribution to the future?

• 1 If the product is NOT significantly better than the competition: what different angle could you take in the ad?
• • 2 What small product difference can be made to SEEM important?
  • 2 What lifestyle imagery can you associate with the product to create the desired impression?
  • 2 What social value can you associate with it to suggest how important and desirable the product is?
  • 2 What if you put a new spin on a formula that has worked for the competition? (such as Surf detergent's shift of focus from dirt to odor)

• 1 What if you create a symbolic ad by borrowing associations from another realm? Link your product with something that has the connotations you want associated with your product. Such as:
• • 2 a real or mythical animal that symbolizes the essence or intangible qualities of the product (such as the Merrill Lynch connotation of bullish on America")
  • 2 an historic figure, or a famous person associated with the subject
  • 2 a famous place
  • 2 a familiar event, activity, or process
  • 2 a tool or a piece of equipment, in effect comparing your product to that item
  • 2 link the product with another expression of the popular culture, such as:
  • 2 a story, myth, or fairy tale
  • 2 a song, poem, or nursery rhyme
  • 2 a stage play, movie, or radio/TV program; a cartoon series
  • 2 a joke; funny story; a folk rumor

• 1 What if you make use of nostalgia?
• • 2 If your product is well established: how about an image of "remember when," linking that era or event with your product?

• 1 What if you use a factual appeal?
• • 2 If it's true that the more facts you tell, the more you sell: what facts should you include without confusing the message?
  • 2 What if facts were presented in a humorous way?

• 1 If this customer is increasingly concerned about getting value for the money: how can you increase the perceived value of the product?
• • 2 stress quality, longevity, effectiveness
  • 2 give more product information
  • 2 use a comparative ad

• 1 If you knock the competition in order to take its place as "best" in the minds of consumers: how should you do it? With humor? (such as Scope's calling Listerine "http://www.geoscopies.net/infoproaction/managinter/management/medicine breath")

• 1 How about including the product's price?
• • 2 Should you point out the relative price (expensive or inexpensive)? How overt or subtle should the indication be?

• 1 What do you want the prospect to DO in response to your ad? Exactly what action should the customer take?
• • 2 How strong and clear should the instruction or urging be? (Subtle, or direct/DO IT NOW?)
  • 2 Should you say where the product can be purchased?
  • 2 What risk-free offer would encourage customer response?

1 SUMMARY: At this point you should be well prepared to make final decisions about the ad. If you'd rather consider more questions about the customer, product, competition, and general marketing strategy, see QBank's "Generating Ideas for a Marketing Strategy." Otherwise you are invited to move on to the crafting of the ad.

Société sur Internet

8 Advertisement and Promotional Material Questions, Deciding the Elements of Your Ad

• 1 CONTENT: Now is the time to put it all together. Choose your most persuasive images and information for an ad that sells. 19 main questions. 89 total questions.
• • 1 What is the big idea, or the burning issue? What ONE MESSAGE is your focus?
  • 1 If the message is being geared to a particular age group: how should you adjust the sales appeal? For example:
  • 2 For people in their 20s: appeal to a need for independence; a desire for novelty, diversion, stimulation; a desire to be noticed; a need to conform to peer norms
  • 2 For people in their 30s: appeal to a desire for achievement and recognition; an inclination toward stability; a felt lack of enough money; a desire to put down roots; to career aspirations; to high idealism; to dedication to family; to dedication to social- environmental issues; to frustration over what to do with one's life
  • 2 For people in their 40s: appeal to a turning inward; to a feeling of discontent; to a conflict between obligations and personal wishes; to a wish to stay youthful and vigorous; to a yen to be self-indulgent; to a desire to be powerful; to a need to understand
  • 2 For people in their 50s: appeal to their competence, seniority, experience; to a need for achievement and recognition; to a need for power; to a need for variety and stimulation; to a need to understand; to time for outside interests; to a worry about financial independence
  • 2 For people in their 60s and beyond: appeal to a desire to pass along a tangible or intangible inheritance; to a desire to spend the kids' inheritance; to being a power behind the scenes; to being competent and experienced; to new freedom to be oneself and speak out; to frugality, and enjoyment of a bargain; to practicality; to appreciation of quality and reliability; to a need for affiliation and a feeling of belonging; to a need for security

• 1 Which type of "Magnificent Seven" preference-shifting ads (identified by Ogilvy & Raphaelson) do you want to use?
• • 2 problem solution
  • 2 humor that is pertinent to the selling proposition
  • 2 relevant characters, or personalities, who become associated with a brand
  • 2 slice-of-life enactments in which a doubter is converted
  • 2 news about a new product, new idea, new information
  • 2 candid-camera testimonial
  • 2 demonstration

• 1 If you use humor: what kind would work best? (such as dry wit, satire, a play on words, slapstick, a practical joke)

• 1 If you use a character or personality: should it be someone fictitious? A celebrity? A unique "real person" you can cultivate?
• • 2 What should the person be shown doing? Such as:
  • 3 endorsing the product
  • 3 attesting to the product's value after using it
  • 3 role-playing use of the product

• 1 If you use a testimonial: should you plan only one, or a series?
• • 2 If a series: should the same spokesperson do them all, or should you use a variety of people? (What types?)
  • 2 What kind of testifier would be most effective? (celebrity, real people actor, satisfied customer)

• 1 How can you best DEMONSTRATE the benefits of using this product? Such as:
• • 2 authentically show the product in use
  • 2 authentically show the result of using it
  • 2 prove an aspect of product QUALITY
  • 2 illustrate a product FUNCTION (as in a performance test)
  • 2 enact a product SERVICE or customer service

• 1 What if you personify the product? What sort of character would the product be?
• • 2 What would the product say in the ad, and how would it behave?
  • 1 Of the types of people the customer identifies with, who would be the best one to pair with the product, and why? Such as:
  • • 2 artist, musician
    • 2 blue-collar worker, pink-collar worker, white-collar worker
    • 2 counselor, clergy, spiritual adviser
    • 2 environmentalist, humanitarian, social activist
    • 2 explorer, hunter, angler
    • 2 fellow expert or specialist
    • 2 fellow hobbyist
    • 2 gardener, farmer, rancher
    • 2 homemaker, parent, grandparent, sibling, only child
    • 2 junior executive, CEO, entrepreneur
    • 2 military officer, noncommissioned officer, enlisted person
    • 2 nurse, physician, health-care worker
    • 2 politician, bureaucrat, government worker
    • 2 sports figure, actor, singer
    • 2 surfer, sailor, skier, bowler, ball player
    • 2 teacher, professor, researcher, intellectual
    • 2 traveler, vacationer
    • 2 winner, loser, underdog

• 1 To change the mind of prospects who don't attach much importance to the component of the good life associated with your product how can you portray these 3 steps:
• • 2 dramatize the favorable consequences of adopting this aspect of the good life
  • 2 show that such a transformation is possible by using this product
  • 2 show the satisfaction of having done both

• 1 What words that are known to be persuasive would be appropriate and effective in this ad? Such as:
• • 2 discover, new, improved
  • 2 easy, convenient, fast
  • 2 famous, popular, success
  • 2 free, discount, save, sale
  • 2 fun, exciting, stylish
  • 2 guarantee, proven, results
  • 2 health, light/lite, self-improvement
  • 2 love, happiness
  • 2 luxury, pleasure, prestige
  • 2 reliable, powerful, safety

• 1 Considering the personality of this product, what would be a convincing setting or locale for any demos, enactments, pictures?

• 1 Considering the personality of the product and the tone you've selected for the ad, what color or colors would convey the image you intend, and how intense should the colors be?

• 1 What texture would convey the image you intend? (such as glossy vs. matte slick vs. rough or raw)

• 1 What real or implied speed of movement would rivet attention?
• 1 How should the NAME of the product LOOK in print or on screen?
• • 2 How should the name of the product SOUND when spoken? (such as sharp, strong, gentle, crisp, mysterious)
  • 2 If the ad is directed to children: what consideration should be given to the sound and readability of the product name?

• 1 How can you make the product itself the hero?
• • 2 What benefit can you promise in the headline?
  • 2 What news can you get into the headline?
  • 2 What helpful information can you offer in the headline?
  • 3 What if this information appeared in the copy instead?
  • 2 What dramatic appeal (character/setting/conflict) in a PICTURE could arouse enough curiosity to prompt a reading of the copy? What story elements should then appear in the copy?
  • 3 How can you keep your picture simple, with focus on only ONE person or unit?
  • 3 What picture caption would capture the essence and support the headline?

• 1 If this is a radio or TV commercial: how can you make the product itself the hero?
• • 2 What if you convey the message in dramatic form? (as through character and conflict development)
  • 2 What types of actors do you imagine involved?
  • 2 Should you use music? (What kind, and for what purpose?)
  • 3 What song lyrics could be used directly or in background?
  • 3 How about a musical logo? (tied to the product, to the company name, or to the visual logo)
  • 2 What other kind of sound conveys the intended message? (Example: The sound of solid quality is not tinny.)

9 Advertisement and Promotional Material Questions, Evaluating Your Advertisement

1 CONTENT: Before making final decisions, assess your thinking--from the larger view of the corporate marketing plan to the detailed execution of your ad. 46 main questions. 99 total questions.

1 THE BIG PICTURE:

• 1 How valid is the purpose around which you have built this ad? (such as to gain new customers or to change a corporate image)
• • 2 How clearly have you understood what the ad should accomplish? Are you in any way unsure of your aim?

• 1 How well does the ad support the corporate mission and the long-term marketing strategy?
• • 2 How well does it support the short-term marketing plan?
  • 2 If this ad is one of a series: have you adequately considered what comes before and after?
  • 2 Does the ad in any way conflict with the corporate image? Is anything incongruent?
  • 2 Is there need for more research into the way this product has been promoted in the past?

1 THE MARKET AND COMPETITION:

• 1 Is your ad totally congruent with the market niche and product position? Is there anything about the ad that doesn't quite fit?
• 1 How accurately and adequately have you identified the real competition? Is there an area you may have overlooked?
• 1 Have you made effective use of information about the competitors' strong points and weak points?
• • 2 If competitors have weaknesses: have you shown that your product is clearly superior?

• 1 Have you been fully aware of any competition from your own product line, and have you dealt with it properly?

1 What more should you know about the advertising priorities of the competition?

• 1 THE CUSTOMER:
• • 1 How sure are you that you're directing this ad to the right person?
  • 2 Might there be a better prospect? (such as someone of a different age, different sex, different socioeconomic status, different industry, different organizational level)
  • 1 How accurately have you described your choicest customer?
  • • 2 Do you really know what product benefits are most important to this person?
    • 2 Do you really know what this person likes and wants to hear?
  • 1 Have you accurately identified the other people who strongly influence the customer's decision to buy?
  • • 2 Have you taken into account the kind of message that appeals to the influencers--and what can turn them off?
    • 2 What do you predict will be the reaction of the secondary audience, or public, whose goodwill must be kept in mind?

• 1 Is there any possibility that your ad may offend someone? (How?)
• • 2 Should you go ahead anyway, or change the ad? (Change what?)

1 THE STRATEGY:

• 1 If your ad is designed for one of the 5 phases a customer typically goes through in adopting a product (Awareness, Interest, Evaluation, Trial, Adoption):
• • 2 How confident are you that you picked the right stage and that your message properly fits it? What is your evidence?

• 1 If this is a new product: have you focused on the product, or on selling the idea underlying it? Have you emphasized the idea rather than the product?

• 1 If the company and the product both are new: what assurance have you conveyed about the legitimacy of the product and the fact that the company will be there for the customer?

• 1 Judging from your ad, what will people think of FIRST when they see or hear the name of the product? What will be their FIRST IMPRESSION? (And how do you know?)

• 1 To determine the central idea here, did you identify what is really being sold? (For example, not soap, but cleaning power; not fax machines, but speed of information)

• 1 How adequately have you identified the KEY BENEFIT of this product?
• • 2 Are you sure you've identified the key benefit from the customer's point of view, rather than your own?
  • 2 If you've not used the key benefit as the core of your ad: why not? Should you reconsider the message?

• 1 How appropriate is the TONE of the ad? Does it complement the nature of the product and the personality of your customer?
• 1 Does the ad reflect the seller's personality? If not, why not?
• 1 If the product is NOT significantly better than the competition: how effectively have you made it seem unique, desirable, important?
• 1 If you have created a metaphoric/symbolic ad with associations from another realm: how well do the connotations work?
• • 2 Are the borrowed associations believable, or contrived? Are they persuasive?
  • 2 Are the connotations understandable, or too esoteric for the intended customer?

• 1 If your intent has been to change the image of a product that's perceived as for males only/females only: how well have you succeeded? What is the evidence?

• 1 If the product is plain, ordinary, utilitarian: what more interesting, surprising, desirable meaning have you attached to it?
• 1 Has the ad done a good job of removing any real or imaginary barriers to buying the product? (such as embarrassment or guilt)
• 1 If this customer is increasingly concerned about getting value for the money: have you increased the perceived value of the product?
• 1 Have you made clear what the prospect is to DO in response to your ad? If not, why not?
• 1 If your ad may be controversial: how effectively have you dealt with the potential difficulty?
• 1 Have you created something as timeless or as trendy as you wished?
• • 2 If you wanted something easy to update, will it actually be so?

• 1 If you've planned to build momentum in a series of ads: does the current ad set the stage for the next? Will readers or viewers be looking forward to another? (How do you know?)

1 THE ELEMENTS OF THE AD

• 1 Have you chosen the best medium or media for your message? Why do you think you've made the right decision?
• 1 How effectively have you opened the person's mind to your message?
• • 2 If the message is intended for a particular age group: how do you know that you've spoken to their need and interest?
  • 2 Have you kept the ad focused on one major message, or have you included too much?
  • 3 Have made a very specific promise to a very specific type of person?
  • 3 How can you simplify the ad? What clutter can be removed?
  • 2 If you've used some sales words known to be persuasive: how appropriate and effective are they? Do any seem artificial or out of character with the product or the customer?
  • 2 If you've used humor: is it really funny? Does it fit the product and the customer? Any chance that it will fall flat or backfire? Have you tested it?
  • 1 Have you made the product itself the hero?
  • 2 If you've personified the product: is it a likable character, or likable in an obnoxious way? Is it charming?
  • 3 Are its actions and behavior congruent with the personality of the product?
  • 2 If you've used a character/celebrity/role model/hero: does it serve the product, or does it steal the scene from the product?
  • 2 If you've used a testimonial: does it shine upon the product, or upon the testifier?
  • 2 If you've demonstrated the use, functions, or benefits of the product: how clear and convincing is the demo?
  • 3 Might the demo grab attention away from the product itself?
  • 2 Does the setting, background, locale for the ad enhance the product? Or is it distracting, dull, or irrelevant?
  • 2 Do all the real and implied physical/sensory sensations (color, texture, movement, sound, flavor, etc.) fit the personality of the product?
  • 2 In your effort to create an exciting ad, has some of the sensory material become too contrived or far-fetched?

• 1 How clearly have you differentiated yourself from the competition?

• 1 If this is a radio/TV spot: how well do all the parts work together?

• 1 If this is a print ad: how well do your headline, picture, and copy work together?
• • 2 Is there a chance that information you've put into one should go into another?
  • 2 If you've used an illustration: have you kept it simple, with focus on only ONE person or unit?

• 1 How does the name of the product LOOK in print or on screen?
• • 2 Even if only a portion of it shows, is it easily readable from a distance?
  • 2 If it's for children: can they read it?
  • 2 How does the name SOUND when spoken? What's the implication? Is the sound congruent with the product and the message?

• 1 Have you avoided stereotypes and included people who are often left out? Is there any chance the ad will hurt people's feelings or cause the company to seem ignorant?
• • 2 Are language, clothing, belongings, behavior, and other indicators of social class treated accurately and respectfully?
  • 2 If you have used stereotypes: are they there for a purpose? Is the purpose clear to the audience?
  • 2 How about having the material checked for unintentional racism, ageism, sexism, classism, and omissions or stereotypes of people with disabilities?

• 1 Have you made the message easy to remember, if not memorable?
• • 2 Have you made it easy for the customer to draw a clear conclusion about the product?
  • 2 Have you made sure the customer will remember the PRODUCT, not just the clever production?

1 IN CLOSING:

• 1 How confident are you that the timing is right for this ad?
• • 2 Is there any reason to hold the ad until other sorts of PR/sales promotion have been accomplished?

• 1 How confident are you that your ad rests on a sufficient understanding of the market?
• • 2 Have you achieved a legitimate "feel for the market"?
  • 2 Have you sought information from product developers, sales people, and customers--and then have you LISTENED to them?
  • 3 Have you known exactly why you should or should not follow some of the advice you've received?

• 1 Is there anything in your marketing mix that might reduce the effectiveness of this ad? Is there any internal contradiction or unwitting competition that could interfere?
• • 2 Is the competition doing anything that could detract from your ad, other than its own normal promotion?

• 1 Have you ensured that all ads in print, radio, and TV--and all other elements of sales promotion--will have instant recognizability (unity of design and message)?

• 1 How good an investment do you, personally, believe this ad will be?
• 1 What are you plans, now, for testing this ad? What is most important to test? Whose judgment is most important to obtain?

• 1 How will you monitor the immediate responses to this ad:
• • 2 monitor responses of current customers
  • 2 monitor responses of new prospects
  • 2 monitor responses of the competition

• 1 What tasks still need to be assigned?

• 2 What should be your next step?

1 SUMMARY: The Evaluation questions have covered key elements of a successful ad. To make sure you have accomplished your aim, review your answers to earlier questions. Use your own criteria of success.

C COMPLEMENTS