The Top Five Secrets To Advertising Strategies

Today, most advertising strategies focus on achieving three general goals, as the Small Business Administration indicated in Advertising Your Business:

1. promote awareness of a business and its product or services;

2. stimulate sales directly and "attract competitors' customers"; and

3. establish or modify a business' image.

STAGES OF ADVERTISING STRATEGY

1. TARGET CONSUMER The target consumer is a complex combination of persons. It includes the person who ultimately buys the product, as well as those who decide what product will be bought (but don't physically buy it), and those who influence product purchases, such as children, spouse, and friends.the  secret are :1)Demographics-Age, gender, job, income, ethnicity, and hobbies.2)Behaviors-When considering the consumers' behavior an advertiser needs to examine the consumers' awareness of the business and its competition, the type of vendors and services the consumer currently uses, and the types of appeals that are likely to convince the consumer to give the advertiser's product or service a chance.3)Needs and Desires-here an advertiser must determine the consumer needs-both in practical terms and in terms of self-image, etc.-and the kind of pitch/message that will convince the consumer that the advertiser's services or products can fulfill those needs.

2. PRODUCT CONCEPT The product concept grows out of the guidelines established in the "positioning statement."

3. COMMUNICATION MEDIA The communication media is the means by which the advertising message is transmitted to the consumer. The types of media categories from which advertisers can choose include the following:1)Print-primarily newspapers (both weekly and daily) and magazines.2)Audio-FM and AM radio.3)Video-Promotional videos, infomercials.3)World Wide Web.4)Direct mail.5)Outdoor advertising-Billboards, advertisements on public transportation (cabs, buses).

4. ADVERTISING MESSAGE An advertising message is guided by the "advertising or copy platform," which is a combination of the marketing objectives, copy, art, and production values. There are three major areas that an advertiser should consider when endeavoring to develop an effective "advertising platform":1)What are the product's unique features? 2)How do consumers evaluate the product? What is likely to persuade them to purchase the product? 3)How do competitors rank in the eyes of the consumer? 4)Are there any weaknesses in their positions?  5) What are their strengths?

5. COPY 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.

Source by ezinearticles.com