How will success be measured

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Reference no: EM133294070

What is the Business Objective?

How will success be measured? Awareness, change in perception, new customers, sales, market share, trial, repeat purchases, web traffic, downloads, etc?

Who are we talking to?

Provide a rich description of the target audience. Include their beliefs, attitudes, feelings. Go beyond demographics -- add personality and lifestyle.

What do we want people to think, feel or do because of the advertising? What CTA (call-to-action) should be included in the ad?

What's the big idea?

What is the single most relevant and differentiating idea about the brand that will surprise consumers and challenge their current thinking? It needs to be interesting enough to get people talking about it. And it might make you squirm a bit -- that's where the energy lies.)

What information or product features/attributes help support the big idea?

Reference no: EM133294070

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