an
Ad Council must know every
corner of the
org's
marketing,
promotion,
pricing, sales and delivery. This means surveys,
pricing and things to
sell. Things to
promote. How to
promote and who can one
reach (
CF,
address, new publics). How to
sell. How to
deliver. How to get in repeat
business. These actions have been assembled into an Advisory
Council checklist,
BPL 22 June 1975.
Use of this
checklist now becomes mandatory for
Ad Council who may not
touch expenditure matters until it has reviewed all
points of the
checklist and
formulated an
income planning which forces in
promotion, delivery, and sales, and which remedies the weak
points and removes the
barriers to achieving these. The
checklist serves as a guide to direct
Ad Council's
attention to
vital areas, but may not be taken to
supplant policy.
(HCO PL 23 Jun 75)