Deals with the various important aspects that should be taken into account in formulating an advertising plan, and also the approach for developing it. The advertising plan describes the product its physical characteristics as well as its uses. The advertiser has to develop a "unique selling proposition" which induces the consumer to make the purchase. This is put forward as "copy," which includes all elements in the advertising message. The copywriter has to develop the basic message, i.e., what to say in an advertisement. Creative execution consists of evolving the best way of putting across the message.