Discover Where Your Advertising Strategy Can Become Smarter.
Your next campaign may already have a budget.
It may already have creative.
It may already have a media plan.
But before you spend—or spend more—ask whether the strategy behind the investment is strong enough.
The ADVIQ™ Strategic Advertising Assessment is designed to examine the strategic foundations behind your advertising investment and identify opportunities to make your next campaign more focused, intelligent and commercially aligned.
WHAT WE ASSESS
Your assessment examines your advertising strategy across:
01 — BUSINESS OBJECTIVE
Is the advertising objective clearly connected to a measurable business outcome?
02 — TARGET AUDIENCE
Are you reaching the people most likely to create value for the business?
03 — MARKET OPPORTUNITY
Where are the strongest market, category, geographic and audience opportunities?
04 — COMPETITIVE POSITION
How effectively does your advertising differentiate your brand from competing alternatives?
05 — STRATEGIC PROPOSITION
Is there a compelling reason for the target audience to choose, consider or respond to your brand?
06 — CAMPAIGN ARCHITECTURE
Does the campaign have a coherent strategic structure from objective through activation?
07 — CHANNEL STRATEGY
Are channels being selected because they serve the strategy—or simply because they are available?
08 — BUDGET LOGIC
Is the advertising budget allocated according to strategic priorities, opportunity and expected contribution?
09 — KPI FRAMEWORK
Are the right performance indicators connected to the actual campaign objective?
10 — MEASUREMENT & OPTIMIZATION
Is the campaign designed to generate actionable intelligence and improve performance over time?
PART I — ABOUT YOU
1. Full Name
Required
[ ______________________________________________ ]
2. Job Title / Role
[ ______________________________________________ ]
3. Company / Organization
[ ______________________________________________ ]
4. Business Email
[ ______________________________________________ ]
5. Phone / WhatsApp
[ ______________________________________________ ]
6. Industry / Sector
[ ] Banking & Financial Services
[ ] FMCG / Consumer Goods
[ ] Retail & E-commerce
[ ] Telecommunications
[ ] Technology
[ ] Healthcare & Pharmaceuticals
[ ] Real Estate
[ ] Automotive
[ ] Travel & Hospitality
[ ] Education
[ ] Government / Public Sector
[ ] Professional Services
[ ] Manufacturing
[ ] Energy
[ ] Media & Entertainment
[ ] Other: ______________________________
PART II — YOUR ADVERTISING OBJECTIVE
7. What is the primary objective of your next advertising campaign?
[ ] Brand Awareness
[ ] Product / Service Launch
[ ] Lead Generation
[ ] Customer Acquisition
[ ] Sales / Revenue Growth
[ ] Market Expansion
[ ] New Customer Segment
[ ] Geographic Expansion
[ ] Customer Retention
[ ] Brand Repositioning
[ ] Competitive Response
[ ] Market Share Growth
[ ] Other: ______________________________
8. What business outcome must your advertising ultimately influence?
[ ______________________________________________ ]
[ ______________________________________________ ]
9. How clearly is this outcome currently defined?
○ Very clearly
○ Clearly
○ Somewhat clearly
○ Not very clearly
○ Not yet defined
PART III — YOUR TARGET AUDIENCE
10. Who are you primarily trying to reach?
[ ______________________________________________ ]
11. How well do you understand your highest-value audience?
○ Very well
○ Well
○ Moderately
○ Limited understanding
○ We need deeper audience intelligence
12. Which audience intelligence do you currently have?
[ ] Demographics
[ ] Location / Geography
[ ] Psychographics
[ ] Purchase Behaviour
[ ] Media Behaviour
[ ] Search Behaviour
[ ] Customer Segmentation
[ ] Purchase Intent
[ ] Customer Journey Data
[ ] None / Limited Data
[ ] Other: ______________________________
13. What is the biggest unanswered question about your audience?
[ ______________________________________________ ]
[ ______________________________________________ ]
PART IV — MARKET & COMPETITIVE INTELLIGENCE
14. How well do you understand your current market opportunity?
○ Very well
○ Well
○ Moderately
○ Limited
○ We need deeper market intelligence
15. What market intelligence do you currently use?
[ ] Market Size
[ ] Market Growth
[ ] Consumer Trends
[ ] Category Trends
[ ] Geographic Demand
[ ] Competitor Analysis
[ ] Pricing Intelligence
[ ] Brand Intelligence
[ ] Search / Digital Behaviour
[ ] Customer Research
[ ] Other: ______________________________
16. Who are your primary competitors?
[ ______________________________________________ ]
17. What competitive challenge concerns you most?
[ ______________________________________________ ]
PART V — STRATEGIC PROPOSITION
18. What is the single most important message your campaign needs the audience to understand?
[ ______________________________________________ ]
[ ______________________________________________ ]
19. Why should your target audience choose your brand instead of an alternative?
[ ______________________________________________ ]
[ ______________________________________________ ]
20. How confident are you in your current advertising proposition?
○ Extremely confident
○ Very confident
○ Moderately confident
○ Not very confident
○ We need to develop or validate the proposition
PART VI — CAMPAIGN STRATEGY & ARCHITECTURE
21. Does your campaign currently have a documented strategy?
○ Yes — fully documented
○ Yes — partially documented
○ Strategy exists informally
○ We have a creative/media brief but no comprehensive strategy
○ No
22. Which components are already developed?
[ ] Business Objective
[ ] Audience Strategy
[ ] Market Analysis
[ ] Competitive Analysis
[ ] Consumer Insight
[ ] Strategic Proposition
[ ] Creative Strategy
[ ] Channel Strategy
[ ] Media Plan
[ ] Budget Plan
[ ] KPI Framework
[ ] Measurement Framework
[ ] Optimization Framework
23. What is the biggest strategic uncertainty before activation?
[ ______________________________________________ ]
PART VII — CHANNEL & MEDIA STRATEGY
24. Which channels are you considering?
[ ] Television
[ ] Radio
[ ] Print
[ ] Outdoor / OOH
[ ] Digital Display
[ ] Search
[ ] Social Media
[ ] Video
[ ] Influencer Marketing
[ ] Programmatic Advertising
[ ] Retail Media
[ ] Mobile
[ ] Email / CRM
[ ] Experiential
[ ] Other: ______________________________
25. How were your current channels selected?
[ ] Audience research
[ ] Historical performance
[ ] Agency recommendation
[ ] Competitor activity
[ ] Management preference
[ ] Industry convention
[ ] Available budget
[ ] Platform availability
[ ] Other: ______________________________
26. What is your biggest media/channel challenge?
[ ______________________________________________ ]
PART VIII — ADVERTISING BUDGET
27. What is the approximate advertising budget for the campaign?
[ ] Under ₦10 million
[ ] ₦10m–₦25m
[ ] ₦25m–₦50m
[ ] ₦50m–₦100m
[ ] ₦100m–₦250m
[ ] ₦250m–₦500m
[ ] ₦500m–₦1bn
[ ] Above ₦1bn
[ ] Prefer not to disclose
[ ] Not yet determined
28. How confident are you that your budget is being allocated strategically?
○ Very confident
○ Confident
○ Moderately confident
○ Not very confident
○ We need strategic budget guidance
29. Where do you believe advertising investment may currently be inefficient?
[ ______________________________________________ ]
PART IX — MEASUREMENT & PERFORMANCE
30. Which KPIs will determine campaign success?
[ ] Reach
[ ] Awareness
[ ] Engagement
[ ] Website Traffic
[ ] Leads
[ ] Conversion Rate
[ ] Sales
[ ] Revenue
[ ] Customer Acquisition Cost
[ ] Return on Advertising Spend
[ ] Market Share
[ ] Brand Lift
[ ] Customer Lifetime Value
[ ] Other: ______________________________
31. How confident are you that your current measurement framework can demonstrate advertising effectiveness?
○ Very confident
○ Confident
○ Moderately confident
○ Not very confident
○ We need a stronger measurement framework
32. How frequently do you currently optimize campaigns using performance intelligence?
○ In real time
○ Daily
○ Weekly
○ Monthly
○ Occasionally
○ We mainly review results after campaigns
PART X — THE STRATEGIC CHALLENGE
33. What is the single biggest advertising challenge your organization faces today?
[ ______________________________________________ ]
[ ______________________________________________ ]
34. If you could solve one advertising problem before your next campaign, what would it be?
[ ______________________________________________ ]
[ ______________________________________________ ]
35. What would make your next advertising campaign a success?
[ ______________________________________________ ]
[ ______________________________________________ ]
PART XI — ADVIQ™ STRATEGIC READINESS SELF-ASSESSMENT
Rate your current advertising strategy from 1–5.
1 = Significant Gap | 2 = Weak | 3 = Adequate | 4 = Strong | 5 = Highly Strategic
| Strategic Dimension | Rating |
|---|---|
| Business Objective | 1 2 3 4 5 |
| Audience Intelligence | 1 2 3 4 5 |
| Market Intelligence | 1 2 3 4 5 |
| Competitive Intelligence | 1 2 3 4 5 |
| Strategic Proposition | 1 2 3 4 5 |
| Campaign Architecture | 1 2 3 4 5 |
| Channel Strategy | 1 2 3 4 5 |
| Budget Strategy | 1 2 3 4 5 |
| KPI Framework | 1 2 3 4 5 |
| Measurement & Optimization | 1 2 3 4 5 |
Your Strategic Readiness Score
Total Score: ______ / 50
PART XII — WHAT WOULD YOU LIKE ADVIQ™ TO HELP YOU DISCOVER?
Select the areas where you would value deeper strategic intelligence.
[ ] Who should we target?
[ ] Where should we focus?
[ ] What audience opportunity are we missing?
[ ] What does the market tell us?
[ ] How are competitors positioning themselves?
[ ] What should our strategic proposition be?
[ ] Which channels should we prioritize?
[ ] How should we allocate our advertising budget?
[ ] Which KPIs should we use?
[ ] How should we measure effectiveness?
[ ] Where can our current advertising strategy improve?
[ ] How can AI strengthen our advertising decision-making?
[ ] Other: ______________________________
PART XIII — YOUR NEXT CAMPAIGN
36. When do you expect your next major advertising campaign to launch?
[ ] Within 30 days
[ ] 1–3 months
[ ] 3–6 months
[ ] 6–12 months
[ ] More than 12 months
[ ] No specific date yet
37. What stage is the campaign currently in?
[ ] Initial idea
[ ] Strategic planning
[ ] Creative development
[ ] Media planning
[ ] Budget approval
[ ] Pre-launch
[ ] Live / Active
[ ] Post-campaign evaluation
[ ] Ongoing / Always-on
YOUR ADVIQ™ STRATEGIC ADVERTISING ASSESSMENT
Discover Where Your Advertising Strategy Can Become Smarter.
Your advertising investment should not begin with:
“Where can we place the ads?”
It should begin with:
“What strategic decision will create the greatest business impact?”
ADVIQ™ helps examine the intelligence behind that decision.
The assessment can reveal:
✓ Where your advertising strategy is strong.
✓ Where hidden strategic gaps may exist.
✓ Where your investment may be better allocated.
✓ Which audience opportunities deserve greater attention.
✓ Which decisions require deeper intelligence before activation.
✓ Where your campaign architecture can become stronger.
✓ Whether your measurement framework is aligned with your business objective.
YOUR ADVERTISING BUDGET DESERVES MORE THAN A MEDIA PLAN.
It deserves a strategy.
REQUEST YOUR ADVIQ™ STRATEGIC ADVERTISING ASSESSMENT
Tell us about your business, your advertising challenge and what you want your next campaign to achieve.
Don’t spend more simply because you can.
Spend smarter because you have a strategy.
ADVIQ™
Build the Strategy Before You Spend the Budget™
Dinet Comms™ — Advertising Strategy Agency