The mission is to create great advertising that works.
This brief questionnaire does not substitute for a strategy. Nor is it a situation analysis. Not an objective. It is not a prescription for great advertising. But it is a format for briefing creative people on the task at hand. It will make your advertising process orderly and more efficient. Great advertising nearly always grows out of the brand, product or the desire people have for that brand or product. These questions are designed to reveal the relationships between these elements. To allow for constructive criticism of creative advertising and to reduce start overs, points to include in the advertising must be included in entirety. You must be specific.
