5. Still thinking about advertising, identify your exact target audience. Remember, the person who sees or hears your ad may not be the person who buys your product or the person who uses your product. Set specific objectives for your advertising campaign, such as selling 1,200 units during the six weeks of the campaign or signing distribution deals with 25 retailers during a two-month campaign. Write 2-3 sentences about your target audience and your advertising objectives, noting any cost or schedule implications.