By S.H

Spring 2014

ADVERTISING

STRATEGY

A blueprint to help sell a given product to

consumers.

There are almost as many different advertising

strategies are there are products to advertise.

Each company follows its own unique strategy

plans.

BASIC PRINCIPLES

Qualities of the Product

State of the Market

Methodology

Advertising Goals

QUALITIES OF THE

PRODUCT

What purpose the

product fulfills

What features it

includes

What advantages

it offers over other

products intended

for the same

purpose

STATE OF THE MARKET

agegender

Social standing

Market Research

Potential sale

ADVERTISING GOALS

What is hoped to be accomplished through the

advertising

The timetable in which we intend to meet those

goals

METHODOLOGY

Overall tone of

advertising

The specifics

mediumParticular qualities

emphasized

Geographic location of the

ads

FIVE STEP PROGRAM

Specify the key fact

a single-minded statement from the

consumer’s point of view

FIVE STEP PROGRAM

State the primary marketing problem.

from the marketer’s point of view.

State the communications objective.

what effect to have and how it should persuade consumers.

FIVE STEP PROGRAM

Implement the creative message strategy.

(1) define the target market;(2) identify the primary competition;

(3) choose the promise;(4) offer reasons why.

FIVE STEP PROGRAM

Establish mandatory requirements.

e.g. corporate logo or slogan.

GOOD ADVERTISING

STRATEGY FEATURES

Strategy

Brand Loyalty

Online Advertising

Focused Advertising

Incentive Advertising