Advertising strategy
Advertising strategy refers to the plan and approach used to promote a product or service through various advertising channels. It involves identifying target audiences, selecting the most effective advertising mediums, and crafting compelling messages to achieve marketing objectives. A well-defined advertising strategy helps to maximize the impact of advertising efforts and drive consumer engagement.
7 Key excerpts on "Advertising strategy"
- Su Mi Dahlgaard-Park(Author)
- 2015(Publication Date)
- SAGE Publications, Inc(Publisher)
...Unlike other marketing communicationtools, advertising can aid in achieving long-term objectives, such as brandor corporate image building or loyalty enhancement. For an advertisingmessage to reach the target audience, the advertiser incurs a cost in termsof buying advertising time (in broadcast media) or space (in print media andthe Internet). Usually, advertisers employ specialized firms (advertisingagencies) to plan, produce, and disseminate a series of advertisements witha common theme (advertising campaign). Advertising can be used to promote a firm’s services to end customers (e.g.,an ad for a restaurant targeted at prospective guests) in the context ofconsumer marketing or to existing and potential business clients (e.g., anad for a consulting firm targeted at other firms) in the context of businessmarketing. Key Concepts Key concepts related to advertising include advertising objectives,Advertising strategy, creative strategy, media strategy, advertisingeffectiveness, and advertising effects. Advertising Objectives Advertising objectives refer to the specific goals of an advertisingcampaign, which are distinct from, yet at the same time contingenton, marketing objectives. For instance, a marketing objective for anew service might be to increase sales by 40%, while a correspondingadvertising objective might be to raise brand awareness by 80%. Advertising strategy Advertising strategy is the underlying rationale that guides theentire spectrum of more specific decisions regarding an advertisingcampaign. Advertising strategy depends on objectives, and it furtherdictates creative strategy and media strategy. Creative Strategy Creative strategy is the aspect of strategy that refers to the exactmanner in which the advertising message is encoded. Creativestrategy guides decisions such as the design and execution of verbalelements (e.g., slogan, body text) and audiovisual elements (e.g.,pictures, colors, music)...
eBook - ePubWhat's in a Name?
Advertising and the Concept of Brands
- David M Jones, Jan S. Slater(Authors)
- 2014(Publication Date)
- Routledge(Publisher)
...This is the power of Coca-Cola, Kodak, McDonald’s, and thousands of other brands. The advertising’s focus on added values of the brand helps to strengthen positive feelings about it. Advertising builds these added values by reinforcing positive experiences, providing user imagery that is relevant to the consumer, and demonstrating the effectiveness of the brand as well as its attractiveness. While the brand must have a coherent totality—the totality of what the brand offers to satisfy the consumer’s wants and needs, both functional and nonfunctional—advertising is an integral part of building added values and strengthening the appeal of the brand. The Development of a Strategy Now that we have established the basis of advertising and its limitations, we can turn our attention to the Advertising strategy. What is a strategy? Basically, the word comes from the military. The dictionary definition is “the science and art of military command exercised to meet the enemy in combat under advantageous conditions.” 14 There is an obvious analogy between the military and advertising uses of the word. Brands battle in the marketplace, a very competitive zone. Much of the language is similar, with adjectives like “offensive,” “defensive,” and “aggressive.” We discuss “marketing warfare” and refer to category competition as the “cola wars” or “toy wars.” The key to winning—or overtaking the enemy—is to plan the attack that provides the strongest competitive advantage. The plan of attack in advertising is the strategy. Therefore, we can define Advertising strategy as a method of identifying a plan of action that provides the brand a competitive advantage via advertising. The strategy provides an overview of the situation and direction with respect to which target has the greatest potential, what needs to be said to this audience to influence them, and the basic intent of the advertising. Why is an Advertising strategy so important? There are four reasons. 1...
eBook - ePub- Sarah Turnbull(Author)
- 2022(Publication Date)
- Routledge(Publisher)
...2 Advertising Planning and strategy DOI: 10.4324/9781003175551-2 Learning outcomes This chapter aims to enable readers to: Explain how advertising campaigns are planned Consider how budgets and objectives are set Examine the role of targeting, insight and the consumer decision journey Understand the role of measurement Consider further reading on planning and strategy issues Campaign planning There are a number of important elements that need to be considered by advertisers and their agencies when developing communications strategy. It is important to begin by considering the current position of the brand within the market and to examine where the brand is positioned in the context of its competitors. Having evaluated the current situation, the brand then needs to consider where it wants to be positioned. This leads to setting clear objectives and a determination of the budget allocation that will support the strategy. When developing a strategy, advertisers need to consider who they intend to target and the consumer journey. They will need to gain insights about the target audience and understand what messages will resonate with them and which channels will be the best to reach them. It is also important to ensure that the strategy can be evaluated as it is deployed to allow for optimisation and measurement. Positioning Brands can evaluate their current position using frameworks such as PESTLE or SWOT...
eBook - ePub- Ross Brennan, Louise Canning, Raymond McDowell(Authors)
- 2020(Publication Date)
- SAGE Publications Ltd(Publisher)
...It can serve a variety of purposes and, in doing so, can spread the marketer’s message to a far greater audience than might other tools. As far as the hierarchy-of-effects model is concerned, advertising supports the business marketer’s investment in its principal communications tool, personal selling, and is typically used to create awareness among target customers, provide information and identify potential leads. Advertising strategy A firm must make a number of decisions that result in the articulation of its Advertising strategy, consisting principally of: setting advertising objectives; formulating the creative plan; media selection; and evaluation of advertising effectiveness. Throughout the process of strategy development and implementation, what must be borne in mind is that advertising is only one component of a firm’s overall communications mix and it must be integrated with other elements in order to realize the strategic marketing goals. Setting advertising objectives Advertising objectives normally consist of performance goals (what should it accomplish?) and the target audience (who does the organization wish to engage?). Clear articulation of objectives is crucial as they give direction to those involved in the formulation and implementation of an advertising programme. The goals are the principal means by which campaigns are evaluated, and as such should both reflect the functions that advertising can realistically perform and also take account of the fact that immediate changes in sales which may result from campaigns are difficult to observe. So, the objectives must be unambiguous but also realistic and expressed in such a way that the effect of an advertising programme can be measured...
eBook - ePub- Chris Fill, Graham Hughes(Authors)
- 2012(Publication Date)
- Routledge(Publisher)
...Strategies are used to meet the goals that we seek to achieve. Some people regard marketing communications strategy as simply the combination of activities in the communications mix. The key issues really concern the overall direction of the programme, how it fits in with marketing and corporate strategy, and the targeting of primary messages in order to establish effective positions. From a ‘customer perspective’ it is possible to observe three different types of customer needs and from that deduce that there could be three different types of communication objective and strategy to meet those needs. There are customers who are end-users, there are those who do not consume the product or service but add value to it as part of the marketing channel and finally there are stakeholders whose focus is not the product or service but the organization itself. The first group of ‘customers’ requires product- and service-based messages that aim to increase levels of awareness, build and/or reinforce attitudes, and so motivate them to buy the offering. They expect it to be available when they decide to enquire, experiment or make a repeat purchase. This approach is known as a pull strategy as it encourages consumers to pull the products through the channel network. Members of the marketing channel require messages that encourage them (retailers, wholesalers and dealers) to take stock, to be motivated and committed to their partner organizations or participate in the movement of the product/service so as to make it available to end-user customers. Communication strategies in these circumstances are referred to as push strategies. There are occasions when stakeholders need to understand how or what an organization’s position is regarding particular issues...
eBook - ePub- Gaynor Lea-Greenwood(Author)
- 2012(Publication Date)
- Wiley(Publisher)
...To fulfil the statement above, the company will select products that match the target market’s desire for quality fashion at affordable prices, available in high-street shops and online. When product, price and place (or distribution, for example, shops or online outlets) are correctly managed, then the organisation can look at creating a promotional strategy. In the example, the functional promotional strategy would probably include television advertising. The various acronyms introduced in this chapter are useful for memorising the parts of the process but they do not necessarily reflect industry practice or the reality of promotional planning. Promotional strategy Promotion is a term that is often used interchangeably with ‘marketing communications’. The promotional mix consists of: advertising sales promotion personal selling public relations direct marketing The specific usage of each of these items is elucidated in Chapter 3; for now, we consider them in general terms. Advertising is considered to be ‘above the line’ activity, which means that it is clear to the consumer where the information originates from. It consists of paid-for communications from company to company or consumer. Sales promotions are in-store activities, which may include short-term discounts to stimulate demand. Personal selling is the use of sales personnel to communicate with potential customers. Public relations refers to less obvious forms of promotion, such as product placement in magazines, sometimes called ‘below the line’ activity as it is not always clear what originates with the company and what is editorial comment. Direct marketing consists of mail shots and, more recently, e-mail, SMS communications and immediate links to purchase, such as quick response (QR) codes. Promotion should be integrated with the rest of the marketing mix...
- Ray Donnelly, Colin Linton, Colin Linton(Authors)
- 2010(Publication Date)
- Routledge(Publisher)
...The marketing communication plan will identify each audience and develop a different communications channel to develop a meaningful dialogue. The plan will also measure the effectiveness of individual campaigns as well as overall effectiveness. A typical marketing communications planning framework is summarised below. However, the plan can be broken down into discrete sections: Context, Objectives, Strategy and Integrated plans, as shown in Figure 9.2. Figure 9.2 Marketing Communication plan While the plan is presented sequentially, in practice many of the activities can take place at the same time. Context The context in which the communication is to be undertaken needs to be identified and understood so that the key message(s) can be developed and communicated. This is particularly important when a number of different audiences are involved. Research helps organisations to understand the context in which the organisation must communicate and helps it position the messages correctly in the minds of the audience, encouraging them to take action. Fill (2006) suggests the research should provide information on the needs of the audience, their perception, attitudes, and their decision making characteristics. As the marketing plan will already have been produced, the focus here is to build on the information already available. The point ‘build on’ needs to be emphasised as the work being undertaken here must not duplicate previous work undertaken earlier in the planning process. Key messages will be developed. Staff will need to have a rough idea of the budget available to carry out the plan. Marketing Communication Objectives We have seen already the importance of linking the corporate objectives to the marketing objectives and finally to the marketing communication objectives. This allows the organisation to develop positioning strategies...
