First, zero in on your product, benefits, clients, prospects and your potential. Create your marketing goals by writing down your strategy in 6 sentences:

1. Prime purpose (e.g.; the purpose of xyz's ads is to motivate prospects to call or write requesting the detailed brochure)
2. Prime benefit you will offer to accomplish purpose (e.g.; the main benefit stressed will be cost-effectiveness)
3. Secondary benefits to entice the prospect (e.g.; emphasis will also be placed on improved predictability)
4. Target audience at which your ad is directed (60% of success depends on this)(e.g.; our target audience is geologists and geophysicists working for independent producers, major integrated oil and national oil companies)
5. What you want your target audience to do (e.g.; the action to be taken by our audience is to make a phone call or send a card requesting our brochure)
6. Describe the personality of your company as it will be expressed in your marketing (e.g.; the personality of xyz's ads will reflect innovation and excitement)

It is against this statement that all detailed marketing plans as well as the choice of media, material, audience should be determined.