1. You need to understand who your target segment is. You should develop a profile of the typical member(s) of the segment(s). This will help for example, to determine which media you should use. What is the positioning strategy for this product? What marketing objectives are there for this product?
2. You should have clear communication and sales based objectives in mind that support the above marketing objectives for each of the forms of marketing communications you use. For example, a typical objective might be – to have awareness of by our target segment of our brand of 90% using advertising in order to generate sales that will lead to our market share marketing objective of 25%.
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