Who should manage the advertising program? How much should be spent on advertising as opposed to other forms of communication? To whom should the advertisement be directed? Who is your target market? Provide demographic research to support your assumptions. What should the ads say about the product? What types and combinations of media should be used? Develop a matrix of your strategic marketing mix. How long should the advertising campaign be in effect before changing ads or themes? How should the effectiveness of the advertising campaign be measured, and how will the campaign be evaluated and controlled