PRODUCT
1. NEEDED
Is the product needed enough to generate the impulse to buy? For example, does it solve a problem?
2. TARGETEDIs the product designed for a big enough buying group? Is that buying group known to be DR responsive?
3. DIFFERENTIs the product different enough to get people's attention or change the fate of a previous, similar product?
CATEGORY
4. UNCROWDED
Will the category be relatively free of competition? Or is it already dominated by big brands with big ad budgets and a few decades of consumer loyalty behind them?
COMMERCIAL
5. ENGAGING
Does the commercial grab your attention and hold it throughout? Specifically, does it have the right opening, pacing and demos?
6. MOTIVATINGDoes the commercial feature an offer that will motivate people off the couch? Specifically, are the value comparison, price, bonus and guarantee compelling?
7. CLEARDoes the commercial communicate clearly? Or is it confusing, raising questions or objections that are left unanswered?