Noah is creating a flyer to go out to prospective clients. Before designing the layout, he must first establish these two elements.

audience

branding

font style

goals

The audience and the goals are the two most important elements in an advertisement. Taking the wrong audience into account (children instead of professionals, for example) can make the brand seem completely out-of-touch with their clients. The goals are also important: setting out what the company wants to accomplish can make letting the customers know what the company is trying to sell easier.