Wednesday, April 27, 2016

Advertising Strategy

Posted By: aftab hussain - 12:56 AM

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An advertising strategy is a plan to reach and persuade a customer to buy a product or a service. The basic elements of the plan are:
1)      The  product itself and its advantages
2)  The customer and his or her characteristics,
 3)  The relative advantages of alternative routes whereby the customer can be informed of the product, and
 4)  The optimization of resulting choices given budgetary constraints.
 In effect this means that aims must be clear, the environment must be understood, the means   must be ranked, and choices must be made based on available resources. Effective product assessment, market definition, media analysis, and budgetary choices result in an optimum plan—never the perfect plan because resources are always limited.
DEVELOPING THE STRATEGY
Positioning Statement
Formal advertising strategies are based on a "positioning statement," a technical term the meaning of which, simply, is what the company's product or service is, how it is differentiated from competing products and services, and by which means it will reach the customer. The positioning statement covers the first two items in the listing above.
Target Consumer
The target consumer is a complex combination of persons. First of all, it includes the person who ultimately buys the product. Next it includes those who, in certain circumstances, decide what product will be bought (but do not physically buy it). Finally, it includes those who influence product purchases (children, spouse, and friends). In practice the small business owner, being close to his or her customers, probably knows exactly how to advise the advertising agency on the target consumer.
Communication Media
 Once the product and its environment are understood and the target consumer has been   specified, the routes of reaching the consumer must be assessed—the media of communication. Five major channels are available to the business owner:
  • Print—primarily newspapers (both weekly and daily) and magazines.
  • Audio—FM and AM radio.
  • Video—Promotional videos, infomercials.
  • World Wide Web.
  • Direct mail.
  • Outdoor advertising—Billboards, advertisements on public transportation (cabs, buses).
 Each of the channels available has its advantages, disadvantages, and cost patterns. A crucial stage in developing the advertising strategy, therefore, is the fourth point made at the outset: how to choose the optimum means, given budgetary constraints, to reach the largest number of target consumers with the appropriately formulated message.
Implementation
The advertising campaign itself is distinct from the strategy, but the strategy is meant to guide implementation. Therefore across-the-board consistency is highly desirable. Copy, artwork, images, music—indeed all aspects of the campaign—should reflect the strategy throughout. This is especially important when multiple channels are used: print, television, and direct mail, for instance. To achieve a maximum coherence, many effective advertisers develop a unifying thematic expressed as an image, a slogan, or a combination which is central to all the elements that ultimately reach the consumer.
    Objectives and importance
     Let’s take a look on these various types of objectives.
  1. Trial: the companies which are in their introduction stage generally work for this objective. The trial objective is the one which involves convincing the customers to buy the new product introduced in the market. Here, the advertisers use flashy and attractive ads to make customers take a look on the products and purchase for trials.
  2. Continuity: this objective is concerned about keeping the existing customers to stick on to the product. The advertisers here generally keep on bringing something new in the product and the advertisement so that the existing customers keep buying their products.
  3. Brand switch: this objective is basically for those companies who want to attract the customers of the competitors. Here, the advertisers try to convince the customers to switch from the existing brand they are using to their product.
  4. Switching back: this objective is for the companies who want their previous customers back, who have switched to their competitors. The advertisers use different ways to attract the customers back like discount sale, new advertise, some reworking done on packaging, etc.
Basically, advertising is a very artistic way of communicating with the customers. The main characteristics one should have to get on their objectives are great communication skills and very good convincing power.
Importance of Advertising
Advertising plays a very important role in today’s age of competition. Advertising is one thing which has become a necessity for everybody in today’s day to day life, be it the producer, the traders, or the customer. Advertising is an important part. Lets have a look on how and where is advertising important:
  1. Advertising is important for the customers
Just imagine television or a newspaper or a radio channel without an advertisement! No, no one can any day imagine this. Advertising plays a very important role in customers life. Customers are the people who buy the product only after they are made aware of the products available in the market. If the product is not advertised, no customer will come to know what products are available and will not buy the product even if the product was for their benefit. One more thing is that advertising helps people find the best products for themselves, their kids, and their family. When they come to know about the range of products, they are able to compare the products and buy so that they get what they desire after spending their valuable money. Thus, advertising is important for the customers.
  1. Advertising is important for the seller and companies producing the products
Yes, advertising plays very important role for the producers and the sellers of the products, because
    • Advertising helps increasing sales
    • Advertising helps producers or the companies to know their competitors and plan accordingly to meet up the level of competition.
    • If any company wants to introduce or launch a new product in the market, advertising will make a ground for the product. Advertising helps making people aware of the new product so that the consumers come and try the product.
    • Advertising helps creating goodwill for the company and gains customer loyalty after reaching a mature age.
    • The demand for the product keeps on coming with the help of advertising and demand and supply become a never ending process.
       3) Advertising is important for the society
Advertising helps educating people. There are some social issues also which advertising deals with like child labour, liquor consumption, girl child killing, smoking, family planning education, etc. thus, advertising plays a very important role in society.
      Elements of an adervertising plan and an advertising strategy:
 An advertising plan and an advertising strategy provide the framework for small businesses and their advertising agencies to develop, review and measure the effectiveness of advertising campaigns in line with advertising and marketing objectives. An advertising strategy sets out the method by which advertising meets the advertising objectives. The advertising plan describes the creative and media tactics, budget, schedule and other elements of the strategy.
Strategy
An advertising strategy provides an overview and broad direction for the advertising campaign. If the advertising objective is to increase New York consumers' awareness of a local food brand by 25 percent, for example, the strategy will describe how advertising can meet that objective. The strategy recommendation might be to build brand awareness through high levels of exposure, position the brand as a high-quality product and encourage retailers to stock the product.
Review
The client team and the advertising agency team review the strategy document to ensure that it can meet the advertising objectives. The agency team can then develop a detailed advertising plan to put the strategy into practice. Simply creating advertising for its own sake, without a strategy, is unlikely to deliver the best return on marketing expenditure. According to advertising agency Adcracker, the advertising brief is like a road map that helps a team get quickly to the right solution
7 Types of Ad Strategies Every Copywriter Should Know
Advertisers use various advertising strategies to deliver unique product proposition and increase brand awareness and sales.
Here are seven common ad strategies advertisers use that every copywriter should know:
1. “Before and After” Strategy. Use this strategy to show life without the product and then life with the product. Generally, you’d show a negative visual image of life before the product and then a positive one after. This technique helps you show the value and importance of your products.
2. “Advice” Strategy. This is a lateral, “we can help you” ad strategy. Use it to express the benefit of your product or service. For example, you can emphasize that everyone needs to consume protein everyday so you can sell more milk.
3. “Empathy” Strategy. Use this strategy to develop the audience’s empathy towards a targeted audience. For example, a non-profit organization can show images of ill children to make people feel sympathetic towards the kids. This approach can help the non-profit organization raise funds.
4. “Testimonial” Strategy. This approach leverages a famous or non-famous consumer to support the quality or benefits of a brand’s product. For example, a professional basketball player can wear a pair of Nike basketball shoes to support the quality of Nike basketball shoes.
5. “Demonstration” Strategy. This type of ad strategy focuses solely on ways to explicitly show the product benefit via a “demonstration.
6. “Competitive” or “Comparison” Strategy. Use this strategy to make either an overt or subtle reference to any differences between your product and a competitor’s product. The classic example is the Mac vs PC commercial where Apple directly compared Mac’s features against PC’s to explicitly show the superiority of Mac computers.
7. “Negative to Positive” Strategy. Use this strategy to turn a boring or negative perception about a product, brand, or market into a positive one by adding an extra or clever argument. For example, VW’s famous “Think Small” ad turned the common American belief that bigger is better, by showing positive reasons for owning a small car, such as smaller bills and parking spaces.

Examples of Marketing Strategies Used to Sell a Product
Marketing, often confused with advertising, promotions and public relations, is the function that guides the development and sales of products and services. Depending on your product or service, competition, budget and customer type, your small business can use one or more marketing strategy to grow your company.
Guerilla Marketing
If you don't have a budget large enough to purchase advertising, give away T-shirts or market your business at promotional events through low-cost trades. For example, if you have employees, you can ask them to donate their time to a local telethon, answering phones for on-air mentions of your company. They can act as ushers, parking attendants or concession workers at events. If you are a florist, you can lend decorative plants to a function attended by your target market in exchange for signage. If you own a restaurant, you could set up a concession stand at high school sports events, donating the profits to the school in exchange for product sampling. If you are a car dealer, you can lend cars for parade use.
Positioning                                
One way to market your product without spending money is to create a brand, image or position in the marketplace. This might be as simple as pricing a product on the high end to create an air of quality, or pricing it on the low end to make it seem a good value. If you limit your product to one gender, such as selling only women's shoes, you send a message to that gender that your product or service was made especially for them. Selling golf clubs in pro shops only, instead of big box stores, tells the public that your clubs are for serious golfers.
Cause Marketing
One way to develop brand loyalty is to sponsor a charity. Pay the fees or supply the uniforms for local sports teams. Sponsor a tennis tournament or marathon that raises money for a charity. Offer churches and schools discount days or nights, donating a portion of what their members spend to the church or school. In exchange for a local charity, such as an animal shelter, hospital or school, promoting your business, donate a percentage of your sales to the organization. This is an effective way to introduce new products or services into the marketplace.
Sports Marketing
People who are loyal to a sports team may appreciate your supporting their team as well, helping you create an affinity between those fans and your product or service. Sponsoring a sporting event offers many opportunities. You can get signage at the event, have athletes or officials wear your logo on their uniforms, set up a booth at the event, have the event named after your company or specific product, and be mentioned in pre- and post-event marketing materials.


About aftab hussain

Techism is an online Publication that complies Bizarre, Odd, Strange, Out of box facts about the stuff going around in the world which you may find hard to believe and understand. The Main Purpose of this site is to bring reality with a taste of entertainment

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