2. Typically, an executive summary will:  be no more than 10% or so of the length of the main report  be written in business/professional style  consist of short and concise paragraphs with a title sentence and 2-3 support phrases  Begin with a summary of the purpose of the project  Be ordered with discussion similar to primary document  only include material present in the main report – no winging it!  Summarize findings/recommendations  provide a justification for findings  Include a conclusion  Be inserted immediately following the table of contents

3.  Internal › Covers the four P’s – product, place, distribution and pricing  External › Marketplace and marketing environment › Economy › Legal › Competition  ** Discusses the importance of the information and includes some discussion of analysis

4.  Who are you wanting to communicate with and what do you want the response to be? › Demos › Geographics › Behavioristics  Psychographics  Intended Usage  Usage Rates  Occasion?  Opportunities and Issues Analysis › SWOT

5.  Quantitative › Build lead database › Acquire new customer › Cross-sell › New product introduction › Prospect cost per lead › Acquisition cost › Retention › Win back cost › ROA – return on advertising  Qualitative › Increase Customer Satisfaction, enhance brand satisfaction

6.  Differentiation › Differentiated Marketing, Niche Marketing (focused) › Mass Market Marketing  Positioning – perceptual mapping  Uniqueness

7.  Goal › To win the war  Strategy – an idea of how the goal could be achieved › Divide and Conquer  Tactics – action to execute the strategy › CIA spies gather intelligence › Navy Seals knock out enemy communications › Paratroopers secure the airport

8.  Test your media selections › Do you reach the customers you anticipated?  Does your offer generate responses?  Do you visuals tell the story, capture attention?  Copy – is it easily comprehended and include relevant information?

9.  How much does your media cost? › Placement, reach, CPM, quantity discounts?  BEP ?

10.  Advertising Objective › Primary (sales, response) › Secondary (brand awareness)  Marketing Message – “The Promise”  Product/Service Description – benefits, benefits, benefits  Customer Problem Creative Must Solve  Media Plan › Media Mix – when, where and how will you deliver the message › Budget – frequency and placement costs  Creative Strategy – Know your audience  Offers and Call to Action – hard offers, soft offers  Direct Marketing Essentials – urgency, ways to respond, messages/affiliation to reduce risk in mind of consumer  Copy/Layout  Legal – know FTC, FDA and FCC advertising guidelines, disclaimers and self-regulation

11.  The right offer to the right person at the right time › Aperture, problem solution  Relevancy and personalization are ways to win better response in direct marketing  Test, test, test  Track, track, track