ADVERTISING

STRATEGY
Karan Baiju
Ronson D S
Stephen Joseph
Thivish Rooban A

ADVERTISING STRATEGY ?
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 :
The product itself and its advantages.
The customer and his or her characteristics.
The relative advantages of alternative
routes.
Budgetary constraints.

DEVELOPING THE STRATEGY

Positioning Statement:
what the company's product or service is,
how it is differentiated from competing
products and services .
It covers:
The product and its advantages.
The customer characteristics.
A good positioning statement is what the
industry calls the product concept, namely a
cluster of values that the product or service
represents and the associational frameworks
in which it fits.

CONTD
Target Consumer:
It includes the person who ultimately buys
the product or service.
In certain circumstances it decides what
product will be bought (but do not physically
buy it).
It also includes those who influence product
purchases (children, spouse, and friends).

CONTD
Communication Media
The main channels are:
Print
Audio
Video
World Wide Web
Direct mail
Outdoor advertising

CONTD
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.

TYPES OF STRATEGIES
1. Before and After Strategy
Use this strategy to show life without the
product and then life with the product.
Generally, youd 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
product.

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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.

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3. Empathy Strategy.
Use this strategy to develop the audiences
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.

CONTD

4. Testimonial Strategy.
This approach leverages a famous or nonfamous consumer to support the quality or
benefits of a brands product. For example, a
professional basketball player can wear a
pair of Nike basketball shoes to support the
quality of Nike basketball shoes.

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5. Demonstration Strategy.
This type of ad strategy focuses solely on
ways to explicitly show the product benefit
via a demonstration. For example, when
Jean-Claude Van Damme performed a split on
two reversing Volvo trucks, he was
demonstrating the stability and reliability of
Volvo trucks.

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6. Competitive or Comparison
Strategy.
Use this strategy to make either an overt or
subtle reference to any differences between
your product and a competitors product.
The classic example is the Mac vs PC
commercial where Apple directly compared
Macs features against PCs to explicitly show
the superiority of Mac computers.

CONTD
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, VWs
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.

CONTD

Traditional advertising strategies such as the

demonstration and testimonial strategies
remain effective in the digital world.
By using the seven techniques above, you can
improve your target audiences perception towards
your brand, demonstrate the superiority of your
products in comparison with your competitors, or
explicitly illustratethe valueof your offerings.
Thesetactics will help you increasebrand
awareness and appeal, and most importantly,
sales.

THANK YOU