Product-specific preplanning input

In order to develop creative advertising messages the creative people in an ad agency are provided with specific studies provided to the creative department on the product or service, the target audience, or a combination of the two. Quantitative and qualitative consumer research such as attitude studies, market structure and positioning studies such as perpetual mapping and lifestyle research, focus group interviews, and demographic and psychographic profiles of users of a particular product, service, or brand are examples of product specific preplanning input.