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
• How can we adapt it to make it unique?