Developing a good ad strategy needs us to reflect about the customers, product, competition and the problems. You should also know who are your customers, whether are they male or female, or perhaps their age group, etc. Prospect segmentation should be done in order to have a more reliable market research. Targeting, positioning and marketing too can develop a good ad strategy. Targeting is the process of communicating with the right segments and ensuring the best possible response rate. The methods you use to target your audience must relate to your marketing plan objectives. Positioning is the process of developing an image for your company or product. This can be achieved partially through branding, but it's important to realise that all elements of the marketing mix combine to provide the full picture. Once you have determined the positioning for your brand, it's time to develop the message in order to influence your target groups. Advertising objectives should be directly linked to your marketing plan, and tend to fit into the following generic categories: • Inform - raising awareness of your brand & products, establishing a competitive advantage • Persuade - generating an instant response (usually driving sales) • Remind - to maintain interest and enthusiasm for a product or service
By: Pauline Kam
By: Pauline Kam