What is important when planning an advertising campaign?

I learned from my mentor, Brett McFall, that creating an effective ad campaign needs to have (1) Killer Headline to let your audience stop and read more about your campaign (2) Let your audience feel the possibilities if they were to choose your campaign (3) Bring out the uniqueness of your campaign (4) Provide features and benefits of your campaign (5) When you tell them about your offer make sure it has so much value (pack with bonuses) that it is hard for them to resist (6) Include Testimonials (7) Summarize your offer then you right your name at the bottom.