Product and its description
Product name. Short description, characteristics, positive attributes, strengths and weaknesses of the product, other relevant notes.
Who should receive the message (age, social status, lifestyle, marital status, children)?
The most important message you need to convey to your target audience
Tone and style
Formal / informal; authoritative; humorous, etc.
Any information that may help in the development
Practical, legal, budgetary
The presence of a short or special version
Advertising campaign goals
Goal achievement criterias
Examples you like