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What business are we in and what are we trying to achieve?

• How do we see our business in the wider market?

• What image do we want to project?

• How far will our resources stretch?

• What current strengths can we incorporate into our advertising material?

• Who is our target audience and what are their characteristics?

• Where is the best place to reach them?

• What extra benefits or value will our clients get?

• What advertising approach works in the current market and with our current

target group?

• How can we adapt it to make it unique?