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- What are the objectives? What purposes will be served by the brochure?
- Exactly how will the capabilities package be used? By whom? Under what circumstances?
- Does the expected unit cost permit the brochure to be used as intended?
This last question leads to the too often overlooked discipline. What is the budget? Break it out in hard and soft dollars. Not only cash spent on design and copy, but also staff time, including manufacturing costs. If you decide to trade with a design firm that owes you money, the trade is nevertheless a cost, and it must be counted if the budget is to be meaningful.
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