1. Total Market Potential: How much will be spent by the public in your product or service category this year? What is the depth of your current market penetration? How many dollars remain on the table?
2. Message Development: How well do you tell your story? Why should customers buy from you?
3. Communication Plan: How efficiently are your dollars being spent?
4. Competitive Environment: How good are your competitors at what they do?
5. Competency: How good are you? Do you deliver all you promise?
(Excerpt from Making Ads Work, chapter 7 How Advertising Works.)