Understanding a market and a brand's place within it is crucial to answering an advertising brief. What is the brand's position? Has it got a sound reputation? Who are it's core users and who are the potential new users? These are the sorts of questions that can be answered through analysing market data, collecting competitor information and advertising, using research effectively and listening to clients.

Market analysis and advertising planning are often seen as inhibiting creative ideas. Far from it. They make a creative brief, a challenge; they ensure advertising is relevant, distinctive and effective; that it has impact and targets the audience through the media and the creative treatment. Advertising planning is essential in the modern, competitive business environment~~~620~662~~