The creative platform is an essential part of advertising planning.  It should include the following elements:

1. The problem the advertising intends to solve
2. The advertising objective: building awareness, interest, changing attitudes, leading to action
3. A description of the product
4. A profile of the primary and secondary audience
5. An assessment of the competition
6. Key customer benefit
7. What support will be provided to make the customer benefit believable
8. Selling strategy
9. Selling style and advertising appeal (soft vs. hard sell, romance, fast action, excitement, relaxation, etc.)