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Name

Phone Number

Email address

Address

Client Details

Product

Campaign Details

Campaign Period

Brand Essence / Positioning

Platforms

Competitive Activity

Budget

Advertising Objective and Campaign KPIs

Target Market Demographic/Psychographic, Attitude/Lifestyle

Regionality

Seasonality

External Factors (Consider sales promotion, DM, Trade Support)

Previous Success/Failing (Factors which contributed to (or prevented) objectives being met, Level of success / shortfall)

Creative consideration (any mandatory elements you expect to see, or any production budget restrictions that result in media executions that have to be avoided?)

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What are the business goals (e.g. increase market share, sales target increase etc)

What outcome do we want from our communication activity? (e.g. a visit to a website, go in-store, trial product, text response etc)

Who do we want to engage, who are we talking to? (e.g demographics, define their mindset towards our product, our competitors, the product category etc)

What problems, barriers, beliefs do our target customer have with the product, service or brand?

Are there any factors that should be taken into account (e.g. regional, seasonal, legislation,mandatories etc)