Creating a clear strategy for an ad effort is essential.

I am currently saddled with the unenviable task of representing a client who needs an expensive new ad campaign. It involves numerous meetings with the ad agency to review, critique and refine ad nauseam.

This recent process, together with the growing realization that most of today's advertising is average at best, provides reaffirmation of the need for a disciplined strategy in the advertising development process.

We're not talking about the creativity and design of the advertisement or commercial itself; it's the development of a strategy that very clearly defines the objectives of the communication.

The process that I still use today and one that …