Copy Platform Name: _________________________ Product: _____________________ 1. Request: What is the nature of the assignment: one-shop, campaign, promotional material, etc.? 2. Background: What are the essentials of the marketing situation? What does research tell us about the product? Is it superior in some ways, or is it a parity product similar to our competition? What is the competitive climate? What specific communication needs does the client/product have? 3. Description of Concept: How does management see the product or service from the customer’s perspective? 4. Is the Assignment Important or Routine? What impact will a successful ad have on the product’s future? 5. Advertising Objectives: What do we want to have happen as a result of this assignment? 6. Key Selling Point: What are the first and second key selling points to be emphasized? 7. Input: What specific guidance is known that pertains to this assignment concerning required style or usage, continuity with other assignments, and integrated communications? 8. Media Plan: Which media should this assignment be geared toward?
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