Essential Questions…
Before I sell anyone advertising I ask them “what do you hope to achieve?”
•Are we working to create awareness for your business?
•Are we working to generate sales?
•Do we want to drive traffic to your store or site?
•all of the above
The answers are the heart of the campaign. It’s the why. Why are you advertising? Ads can be cute and creative. Memorable you bet. Brand building yes! but lets not loose site of the purpose. Always begin with the end in mind.
The discussion and answers we come up with will help us create the right message, for the right market in the right media. From your answers we will shape a message to satisfy the campaign objective.
Later I explain what creates domination.
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