1. What is the benefit of your product? What are the attributes? How can you easily tell the difference? Why is this important in making a sale?
2. How can knowledge if the consumer’s lifestyle and usage habits lead to more effective advertising? How important are user demographics in the creation of advertising?
3. Can you create more original advertising by avoiding the writing of a strategy? Why restrict your thinking-just create, create, create! What good is strategizing if the consumer doesn’t pay attention to commercials anyway?
4. Who should be accountable for advertising that is run on the air or in print? The agency? The client? On what basis should each or both be held accountable?
5. How does advertising distinguish one product from another in the consumer’s mind? If products were different to begin with, would we need to worry about distinguishing among them? Why not just show the product and tell the consumer what it does?
6. Think of people you know. Think how credible they are as friends, parents, teachers, and so on. Then, try to explain the reason-why they earned their credibility with you-for example, their dress, honesty, use of facts, warmth, and popularity.
7. What benefits does soda pop offer you? A particular brand of soda pop? Is it a rational benefit-something the product actually does? Or is it an emotional benefit-something the product(or advertising) makes you feel it does?