goal the project must achieve

group of people the project is intending to reach

perceived author of the copy

published project used to deliver the message

methods of persuasion

ethical mode of persuasion

emotional mode of persuasion

logical mode of persuasion

science of producing written content for a company, person or product to sell or convince consumers to act

type or genre of copy produced

location or format of the published collateral

tone or purpose of the collateral