Why are you advertising?... What are you trying to accomplish?... How do you want your business to be perceived?... Will that perception influence the 20% of your customer base that makes up 80% of your revenue?... There are surely customers in your market who are purchasing the products you sell, but are not buying them from you... How do they perceive your business?... Should our plan address them?...

Researching answers to questions like these is where we start the planning process...