1. Primary Purpose: What is the primary purpose of your promotional piece?
2. Primary Benefit: What unique benefit can you offer customers? What primary customer value or need can your company meet?
3. Secondary Benefits: What other key benefits will customers receive from your products or services?
4. Target Audience: At whom (what target market) are you aiming this promotion?
5. Audience Reaction: What response do you want from your audience (come to the operation, visit a website, call an information line, buy a product)?
6. Company Personality: What image do you want to convey in your promotion?
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