1. Mission: What are the advertising objectives?

    2. - sales goals
    - advertising objectives

  2. Money: How much can be spent?

    3. Factors to consider:
    - stage in PLC
    - market share and consumer base
    - competition and clutter
    - advertising frequency
    - product substitutability

  3. Message: What message should be used?

    4. - message generation
    - message evaluation and selection
    - message execution
    - social responsibility review

  4. Media: What media should be used?

    5. - reach, frequency, impact
    - major media types
    - specific media vehicles
    - media timing
    - geographical media allocation

  5. Measurements: How should the results be evaluated?

    6. - communication impact
    - sales impact