An ad campaign's creative strategy includes (a/an) element 1. The target audience consists of the primary market (who the company sells its product or brand to)... as well as the secondary target audience (made up of centers of influence or key influentials). This element of strategy asks "Who are we communicating to?" 2. The product concept, as we discussed in an earlier lesson, is the "bundle of values" offered to the consumer. This element of strategy asks "What are we communicating about?" 3. The communications media covers the channels and outlets where the advertising will be delivered. This element of strategy asks "How are we reaching our audience?" 4. The IMC message element of strategy asks: "What do we want to say and how do we want to say it?" The marketer and the creative team must agree on these four aspects of strategy before any work begins on developing advertising. IMC message product concept communications media target audience