Target audience: key segments, target audience(demographics, psychographics). Consumer insights, relationship with the brand/ product, key needs, motivations and triggers. Behavioral objective: what is the change in behavior, action or attitude that you need to change in order to achieve your marketing objective as a result of the consumer decision-making process. Useful frameworks for this are the response hierarchy/ funnel models and can include awareness, consideration, trial and purchase, loyalty and advocacy. Communication/ creative strategy: define key communication points and messages that will help to achieve the objectives. Media/ channel strategy: an overview of how your strategy aligns with the customer hierarchy and how the communications channels are designed to work together to move the target audience through the customer hierarchy.
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