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Who your markets are - What kind of email list message you need to get across (i.e. visual/ video/demo) - What you are trying to achieve - What you can feasibly implement (budget and time) and response manage (people and systems) in-house - How you want people to act when receiving the marketing A briefing on the different methods.
Advertising - print: both b2c & b2b / Range of high and low cost / Useful for? securing editorial & often good for mass or targeted audiences Advertising - radio: b2c / high cost / Great for brand recall/ brand awareness Advertising - TV: b2c / high cost / Great for brand recall/ brand awareness/ great for impulse purchases also Advertising - sponsorship: both b2c & b2b / Range of high and low cost / Brand recall/ good targeted awareness/ brand credibility rubs off from who and what is being sponsored Advertising - outdoor: b2c / medium cost / Brand recall/ mass exposure sometimes Editorial and PR.