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Advertising Strategy
Gale Encyclopedia of Small Business: Advertising Strategy

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An advertising strategy is a campaign developed to communicate ideas about products and services to potential consumers in the hopes of convincing them to buy those products and services. This strategy, when built in a rational and intelligent manner, will reflect other business considerations (overall budget, brand recognition efforts) and objectives (public image enhancement, market share growth) as well. a business's advertising strategy "determines the character of the company's public face." Even though a small business has limited capital and is unable to devote as much money to advertising as a large corporation, it can still develop a highly effective advertising campaign. The key is creative and flexible planning, based on an indepth knowledge of the target consumer and the avenues that can be utilized to reach that consumer.

Needs and Desires—Here an advertiser must determine the consumer needs—both in practical terms and in terms of self-image. The communication media is the means by which the advertising message is transmitted to the consumer. both through its purchasing actions and its testimonials on behalf of the product or service. one of the major goals of advertising must be to generate awareness of the business and its products. and thus how the target consumer will receive that product. as the Small Business Administration indicated in Advertising Your Business: 1) promote awareness of a business and its product or services. Essential to this rather abstract process is the development of a "positioning statement. and hobbies.—and the kind of pitch/message that will convince the consumer that the advertiser's services or products can fulfill those needs. communication media. The types of media categories from which advertisers can choose include the following: • • • • Print—Primarily newspapers (both weekly and daily) and magazines. etc. Whether couched in presentations that emphasize sex. In other words. as Courtland L. and advertising message. Therefore. PRODUCT CONCEPT. and 3) establish or modify a business' image. Therefore." How the product is positioned within the market will dictate the kind of values the product represents. And key to these aims is creativity. the characteristics of the target consumer need to be considered as an advertiser decides what media to use. as well as those who decide what product will be bought (but don't physically buy it). In order to identify the target consumer. Demographics—Age. and the types of appeals that are likely to convince the consumer to give the advertiser's product or service a chance. such as children. income. and the ability to adapt to new market trends. Audio—FM and AM radio. most businesses follow a general process which ties advertising into the other promotional efforts and overall marketing objectives of the business. persuade. romance. it is important to remember that no product is just itself. the business owner turns intellectual objectives into concrete plans. it is important to define three general criteria in relation to that consumer." Again. job. COMMUNICATION MEDIA. With these concrete objectives. TARGET CONSUMER. 3. this established and ever-growing consumer base will eventually aid the company in its efforts to carry their advertising message out into the market. A rigid advertising strategy often leads to a loss of market share. copy. Ideally. The product concept grows out of the guidelines established in the "positioning statement. what most advertisers stress from the beginning is clear planning and flexibility. Once the business' reputation is established and its products are positioned within the market. Video—Promotional videos. and friends. the consumer must be able to believe in the product's representation. as discussed by the Small Business Administration: 1. the following elements of the advertising strategy need to be considered: target audience. Hills in "Marketing Option and Marketing" in The Portable MBA in Entrepreneurship: "A 'positioning statement' explains how a company's product (or service) is differentiated from those of key competitors. Behaviors—When considering the consumers' behavior an advertiser needs to examine the consumers' awareness of the business and its competition. and the forces acting upon any purchasing decision. Bovee and William F. but. which is composed of the elements that will make up the advertising message's "copy platform.Today. Stages of Advertising Strategy As a business begins. gender. the amount of resources used for advertising will decrease as the consumer develops a kind of loyalty to the product. World Wide Web. Arens stated inContemporary Advertising. product concept." This platform delineates the images. and remind the consumer. masculinity." With this statement. or femininity. In addition to marketing objectives and budgetary restraints. spouse. humor. advertising seeks to inform. this statement acts as the foundation for the development of a selling proposal. With these aims in mind. a "bundle of values" that the consumer needs to be able to identify with. most advertising strategies focus on achieving three general goals. and art work that the business owner believes will sell the product. . infomercials." as defined by Gerald E. The target consumer is a complex combination of persons. the core elements of the advertising strategy need to mix in a way that allows the message to envelope the target consumer. science. the type of vendors and services the consumer currently uses. and those who influence product purchases. In addition. providing ample opportunity for this consumer to become acquainted with the advertising message. ethnicity. 2)stimulate sales directly and "attract competitors' customers". 2. These elements are at the core of an advertising strategy. It includes the person who ultimately buys the product. and are often referred to as the "creative mix.

"Two-syllable phrases like 'free book. month) when advertisements are inserted into media vehicles and delivered to target audiences. The media schedule. is "the combination of specific times (for example. the easier the message will be to read. direct language (saying exactly what you mean in a positive. If. it is usually best to put together an advertising budget early in the advertising process. advertisements on public transportation (cabs. and 2) most likely to reach the target audience." The copy content needs to be clearly written. An advertising message is guided by the "advertising or copy platform. understand. By that I mean they are so easy for the brain to interpret as a whole thought that they're 'read' in an eye blink rather than as linear verbiage. as defined by Hills. All the methods listed are progressive ones that look to perpetuate growth: • • • Percentage of future or past sales Competitive approach Market share . it makes sense to try this message-in-an-eye-blink route to the public consciousness—be it for a sales slogan or even a product name. the advertising strategy can be developed to meet predetermined marketing objectives. should have meaning and logic.' 'fast help." ADVERTISING MESSAGE. ADVERTISING BUDGET. However. the product concept has been established. Most industry experts recommend that advertisers use short paragraphs. The theory here is that the less the audience has to interpret. art. Of course. effective headings allow the reader to get a sense of the advertisement's central theme without having to read much of the copy. When doing this a business owner needs to follow a few important guidelines. rather than negative manner) has been shown to be the most effective. On the other hand. When to make a budget decision depends on the importance of advertising and the resources available to the business. Many companies utilize a theme or a slogan as the centerpiece of such efforts. But as Hiam and Schewe caution. For small businesses. This combination is best realized after the target consumer has been analyzed. which simply means that the entire advertisement. Remember. When composing advertising copy it is crucial to remember that the primary aim is to communicate information about the business and its products and services. an advertisement has to capture the reader's attention quickly. ART WORK AND LAYOUT. ensuring that the advertising fits the overall marketing objectives. So for an advertiser trying to get attention in a world awash in advertising images. emphasizing major attributes of the business's products or services in the process." When writing the copy. Small business owners also need to consider the visual rhetoric of the advertisement. the advertising message can be directed at a very concrete audience to achieve very specific goals. following conventional grammatical guidelines.• • Direct mail. and catchyillustrations and graphics to break up and supplement the text and make the document both visually inviting and easy to understand. and production values. Hiam and Schewe listed three major areas that an advertiser should consider when endeavoring to develop an effective "advertising platform": • • • What are the product's unique features? How do consumers evaluate the product? What is likely to persuade them to purchase the product? How do competitors rank in the eyes of the consumer? Are there any weaknesses in their positions? What are their strengths? Most business consultants recommend employing an advertising agency to create the art work and write the copy. including blank space. and act upon. The "selling proposal" can act as a blueprinthere. At this point. but it is also easy to understand. while "something must be used to animate the theme …care must be taken not to lose the underlying message in the pursuit of memorable advertising. many small businesses don't have the up-front capital to hire such an agency. by day. The following approaches are the most common methods of developing an effective budget. After deciding on the medium that is 1) financially in reach. The advertising budget can be written before or after a business owner has developed the advertising strategy." which is a combination of the marketing objectives. lists.' and 'lose weight' are the kind of advertising messages that don't need to be read to be effective. if a business has the resources available. and the media and vehicles have been chosen. or unravel the message. buses). copy. Outdoor advertising—Billboards. As Jerry Fisher observed in Entrepreneur. COPY. and therefore need to create their own advertising pieces. week. An advertisement that has "50% Off" in bold black letters is not just easy to read. a business knows that they only have a certain amount of money for advertising then the budget will tend to dictate what advertising is developed and what the overall marketing objectives will be. an advertiser needs to schedule the broadcasting of that advertising. for instance.

purchase. Other inexpensive options. who are expected to ask retailers for the product and thus help "pull" it through the channel of distribution. Although many of the tracking alternatives are quite specialized. and developing trade promotions. PUSH METHOD. or dealers to carry and promote the advertiser's product. The direct response survey is one of the most accurate means of measuring the effectiveness of a company's advertising for the simple reason that it measures actual responses to a business's advertisements. Some criteria to consider when choosing an agency include size of the agency. length of time that the principals have been with the agency. is a stance wherein an advertiser targets retail establishments in order to establish or broaden a market presence. But for a small business. This process is achieved by directly appealing to the target consumer withcoupons. The first of these. create. The second option.). An agency has professionals who can organize. This relationship is achieved by offering inducements. relying on a general sense of company health when determining whether to continue. agencies are useful when a business is planning a broad advertising campaign that will require a large amount of resources. PULL METHOD. the agency's general advertising philosophy. Because of their resources and expertise. Methods of Advertising Small business owners can choose from two opposite philosophies when preparing their advertising strategy. but of course the expense associated with soliciting such talent is often prohibitive for smaller companies. salespersons. and ultimately repurchase the product. and place advertising so that it will meet established objectives better than most small businesses can do on their own. arrival of new competition. seasonal buying fluctuations.and mid-sized businesses have found that agencies can be helpful in shaping and monitoring advertising strategies. An advertising agency can also help track and analyze the effectiveness of the advertising. many businesses employ some hybrid of the two when putting together their advertising strategy. and the primary nature of the agency's accounts (are they familiar with your industry and the challenges involved in differentiating your company's products or services from others in that industry?). targets end-users (consumers). or make adjustments to advertising campaigns. Advertising Agencies The decision whether or not to use an advertising agency depends both on a company's advertising strategy and its financial resources. where survival may be a bigger concern than growth. Instead. instore displays. terminate. Advertising Laws The Federal Trade Commission (FTC) protects consumers from deceptive or misleading advertising. such as providing advertising kits to help the retailer sell the product. such as use of redeemable coupons. the opinions of whom can be gathered in several ways. The aim of the push method is to convince retailers. some small. requiring either a large budget or extensive advertising research expertise. they simply throw a campaign out there and hope for the best. sometimes called the push method. can also prove helpful in determining the effectiveness of an advertising campaign. The aim of the pull method is to convince the target consumer to try. offering incentives to carry stock. Small business owners should be familiar with the following laws. in order to ensure growth. size of their clients (small companies should avoid allying themselves with agencies with a large stable of big corporate clients so that they are not treated as afterthoughts). These small business owners do not seem to recognize that myriad factors can influence a business's fortunes (regional economic straits. which pertain to marketing and advertising and are enforced by the Commission: .• • All available funds The task or objective approach The easiest approach—and thus the one that is most often used—is the percentage of future or past sales method. Analyzing Advertising Results Many small businesses are distressingly lax in taking steps to monitor whether their advertising efforts are having the desired effect. Most industry experts recommend basing spending on anticipated sales. Still. basing the advertising budget on past sales is often a more sensible approach to take. The only way to know with any accuracy how your advertising strategy is working is to ask the consumer. Of course. The small business owner who does not bother to adequately analyze his or her advertising efforts runs the danger of throwing away a perfectly good advertising strategy (or retaining a dreadful one) if he or she is unable to determine whether business upturns or downturns are due to advertising or some other factor. and sweepstakes. even small businesses can take steps to measure the effectiveness of their advertising strategies. etc. sometimes called the pull method.

Hills. Fair Packaging and Labeling Act—Requires that all packaged products contain a label disclosing all ingredients. 1998. and William F. Contemporary Advertising. Bovee. business owners should consult an attorney before distributing any advertising. 1995. price fixing.. Gerald E." LI Business News. with Jennifer Haupt. 2d ed. August 1997. and business law undergoes continual change. Bob." Washington Business Journal. MA: Adams Media Corporation. 1992. price deception.. Nucifora. Adams Streetwise Small Business Start-up. 3d ed. Avoid writing ads that make false claims or exaggerate the availability of the product or the savings the consumer will enjoy. 1997. 2d ed. "Getting the Most from Your Media Purchase. Barbara S. Fisher. Schewe. New York: John Wiley & Sons. 1998. November 27. William. October 23. The Entrepreneur and Small Business Problem Solver. 1989. Jonah. Keri. Bygrave. New York: John Wiley & Sons. New York: John Wiley & Sons. If there are costs associated with the free item they need to be clearly disclosed in the ad. IL: Irwin. Shea. Child Protection and Toy Safety Act—Prohibits the sale of toys known to be dangerous. Cohen. "Doggone Creative. "Fast Pitch. so small business consultants urge entrepreneurs and business owners to heed the following general rules of thumb: 1. New York: John Wiley & Sons. "Market Opportunities and Marketing.• • • Consumer Product Safety Act—Outlines required safety guidelines and prohibits the sale of harmful products. Hiam. English▼ English▼DeutschEspañolFrançaisItalianoTagalog • • Top of Form Enter question or phrase. Holbrook.Edited by William D. Avoid running out of advertised sale items. Courtland L. 3. Alf. Further Reading: Adams. and monopolies. Jerry. 2. Arens. businesses should consider offering "rainchecks" so that the consumer can purchase the item later at the same reduced price. 1996. The Portable MBA in Marketing." The Portable MBA in Entrepreneurship. Homewood. Since advertising is a complex process. 1990.. If this does happen. Avoid calling a product "free" if it has cost closely associated with it. Alexander and Charles D." Entrepreneur. Search: All sources Community Q&A Reference topics A d v e r t is in g S t r a t e g y • Browse: Unanswered questions | New questions | New answers | Reference library Bottom of Form Ads . Small Business Legal Guide. Antitrust Laws—Protects trade and commerce from unlawful restraints.. • Many complaints against advertisers center on allegedly deceptive advertisements. Reach The Exact Audience You Want With Relevant Targeted Ads. focus of sale (in marketing) Marketing Plan .Facebook Related topics: Raise profit with brand building.strategic. Insurance & Risk Solutions Insurance & Risk Advisers/Brokers Advertising Agency Dubaiwww. web.avantcommunication. Myriad Advertisingwww. Award Winning Web & Graphic Design Squarespace Blog Customization Related Videos: Advertising Strategy Top How Brett Brewer Revolutionized Advertising How to Generate More Leads in a Buyer Centric World Tips on Profitable Marketing 22 Understanding Branding View more Business & Finance videos Ads Strategicwww.facebook. media & more.

All rights the WikiAnswers community: Copyrights: Gale Encyclopedia of Small Business... Inc.any question . How we make advertising strategy of nutritive biscuits for kids? Read answer. Copyright © 2002 by The Gale Group. Read more Site • Sitemap • ReferenceAnswers • WikiAnswers • VideoAnswers • blufr Company • About • Jobs • Press • NASDAQ:ANSW Legal • Terms of Use • Privacy Policy • IP Issues • Disclaimer Tools • 1-Click Answers • AnswerTips • Webmasters • Apps/Add-ons Community • Guidelines • Reputation • Roles .impact advertising (in marketing) Related answers: What are some advertising strategies? Read answer.... What effect does the product lifecycle have on advertising strategy? Read answer.. Encyclopedia of Small Business. Help us answer these: Advertising strategies of koutons company? Examples of Advertising Strategy? How are advertising strategies used? Post a question .

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Therefore. Let us discuss them in detail. Globally. Classification of Advertising . Advertising also serves to build a brand of the product which goes a long way to make effective sales. advertising has become an essential part of the corporate world.Advertising Advertising Management .Introduction Classification of Advertising Print Advertising Broadcast Advertising Outdoor Advertising Covert & Public Serving Advertising Marketing Communications Consumer Communication Classification of Advertising Advertising is the promotion of a company’s products and services though different mediums to increase the sales of the product and services. There are several branches or types of advertising which can be used by the companies. It works by making the customer aware of the product and by focusing on customer’s need to buy the product. companies allot a huge part of their revenues to the advertising budget.

Similarly an ad in the glossy supplement of the paper would be more expensive than in a mediocre quality paper. The kiosks are an easy outlet of the products and serve as information outlets for the people too. illiteracy. poverty and so on all of which need more awareness as far as general public is concerned. This type of advertising has gained much importance in recent times and is an effective tool to convey the message. The radio jingles are quite popular in sections of society and help to sell the products. political integrity. The billboards are present all around the city but the content should be such that it attracts the attention of the customer. The quantity of space.Outdoor advertising makes use of different tools to gain customer’s attention. and the type of paper decide the cost of the advertisement. energy conservation. Radio advertising is not what it used to be after the advent of television and Internet. Using the print media. the page of the publication.This is a unique way of advertising in which the product or the message is subtly included in a movie or TV serial. The cost of the advertisement depends on the length of the ad and the time at which the ad would be appearing. but still there is specific audience for the radio ads too. For example. kiosks. So an ad on the front page would be costlier than on inside pages. the prime time ads would be more costly than the regular ones. For example. radio. the companies can also promote their products through brochures and fliers.Print Advertising . Covert Advertising . The ads on the television have a large audience and are very popular. Outdoor Advertising . There is no actual ad. such advertising is for the public causes. The newspapers and magazines are quite popular modes of advertising for different companies all over the world. Broadcast Advertising .This type of advertising is very popular all around the world. or Internet advertising. and events and tradeshows are an effective way to convey the message of the company. There are a host of important matters such as AIDS. The newspaper and magazines sell the advertising space and the cost depends on several factors. just the mention of the product in the movie.The print media has been used for advertising since long. The billboards.As evident from the title itself. Public Service Advertising . Tom Cruise used the Nokia phone in the movie Minority Report. Organizing events such as trade fairs and exhibitions for promotion of the product or service also in a way advertises the product. Bookmark this page (Ctrl+D) Search Management Study Guide Subscribe via Email RSS Subscription Sitemap . It consists of television. Therefore. outdoor advertising is an effective advertising tool.

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