Why are we advertising? [SAMPLE ANSWER] To increase awareness of the
unique products that can conveniently found at IGA stores nationwide.
To whom are we advertising?
What do they currently think?
What do we want them to think?
What is the single most persuasive idea or Unique Selling Proposition about our
What is our support to help them believe it?
What is the personality of the product or service?
What media will we use to transmit this message effectively?