How Do I Develop a Good Advertising Strategy?

Advertising strategy refers to various specific means and methods for realizing and implementing advertising strategy, and it is a strategy segmentation and measure. There are four main types of advertising strategies: product strategy, marketing strategy, media strategy, and advertising implementation strategy. Product strategies mainly include product positioning strategies and product life cycle strategies, as well as new product development strategies, product packaging, and brand image strategies.

Advertising Strategy

Advertising strategy refers to implementation, implementation

Advertising means "broadcast". Advertising, as a kind of information transmission activity, is the most widely used promotion method and marketing method in the promotion of enterprises. It aims at promoting sales, and is a mass communication activity that requires paying a certain cost to disseminate economic information such as goods or services through specific media. ^[1]

Background / marketing goals

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There are usually five types of advertising strategies:

1. Cooperate

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1. Living information advertising strategy

This is mainly an advertising strategy targeted at consumers who make sane purchases. This advertising strategy, through a method similar to news reporting, allows consumers to immediately obtain information that is beneficial to life.

2. Advertising strategy for shaping corporate image

This advertising strategy is generally suitable for traditional high-quality brand-name products in old factories and famous factories. This advertising strategy is mainly to emphasize the size of the company and its history, so as to entice consumers to rely on their goods and services. There is also an advertising strategy aimed at establishing a leader position in the minds of consumers for the leading position of its products among similar products in the industry.

3. Symbolic advertising strategy

This advertising strategy is mainly formulated to mobilize psychological effects. An enterprise or product borrows a thing, symbol, or character to represent the product. In this form, the company's image is shaped, giving people an emotional infection and evoking people's associations with product texture, characteristics and benefits. At the same time, because of the high profile and concentration of the image of the company and the product on a certain symbol, it can be beneficial to memory and expand its influence.

4. Commitment advertising strategy

This is an advertising strategy in which companies make some kind of commitment guarantee in advertising in order to make their products win the dependence of users. It is worth mentioning that the application of commitment advertising has different feelings and trusts on old products and new products. The essence of a commitment-based advertising strategy is that the promises made must be truly met. Otherwise, it will become more idiomatic deceptive advertising.

5. Recommended advertising strategy

The guarantee that companies and goods sell themselves will not necessarily convince people. Therefore, it is necessary to adopt a recommendation advertising strategy in which a third party emphasizes the characteristics of a certain product or a certain enterprise to consumers, so as to gain the trust of consumers. Therefore, this advertising strategy can also be called testimony. For certain commodities, the affirmation of expert authority, the identification of scientific research departments, the verification of historical data, and the demonstration of scientific principles are all powerful testimonies that can produce a "prestige effect" and lead to trust. In many cases, people are motivated to buy because they have accepted prestige propaganda.

6. Comparative advertising strategy

This is an advertising strategy aimed at competitors, which is to compare two products side by side at the same time. Some countries in Europe and the United States use more advertising. "I'm not afraid of not knowing the goods, I'm afraid of comparing goods." Comparison can reflect the specific performance of the product and is an effective way to mobilize trust. The main comparison methods are:

(1) Functional comparison

(2) Comparison of innovations

(3) Quality comparison

7. Strategies against counterfeit advertising

This is an advertising strategy for counterfeiters. In view of the continuous appearance of counterfeit products in the market, in order to avoid fish-eye mixing and maintain the credibility of corporate brand-name products, consumers need to be reminded in advertisements to pay attention to the trademarks of their brand-name products in order to prevent being fooled.

8. Humanity Advertising Strategy

This is to refine and generalize the feelings of human beings that have changed a lot, combined with the performance, function and use of goods, and express them in advertisements with emotions of joy, sorrow and sorrow. The best performance method is to shape the happy atmosphere of consumers after using the product, and to maintain the long-term goodwill of the product by showing consumers' psychological satisfaction.

9. Guessing Advertising Strategy

That is, instead of directly explaining what the product is, it gradually displays the product, makes consumers curious and guesses, and then breaks it down. This strategy is suitable for products that have not yet been released. The guessing-type advertising strategy seems to delay the introduction of advertising content, but actually it lengthens people's perception of advertising. Through the emergence of suspense, customers who were in a chaotic state of mind were concentrated around a specific object within a certain period of time, creating a better feeling environment and psychological preparation for customers to accept advertising content, and laying down customers more effectively in the future. Foreshadowed.

10. Honest Advertising Strategy

This is an advertising strategy that looks like a negated product, actually strengthens the image of the product, and strives for trust. This is very different from advertising that strives to promote the benefits of this product, lest it be unbelievable. Truthful advertising is aimed at situations where consumers do not understand the product and tell consumers what they should know.

Advertising market strategy mainly includes three specific strategies: target market positioning, advertising

Corporate Brand Thought Strategy

Because of their high reputation, large sales volume and high added value, corporate brands can speed up capital turnover and achieve high profits. Therefore, the corporate brand strategy should be incorporated into the overall corporate strategy, and as part of the corporate strategy, the overall effect can be brought into play only if it is organically combined with the overall corporate strategy, otherwise, it is regrettable. For example: some companies are complacent after occupying the market, thinking that the emperor's daughter is not worried about marrying, so they no longer consider product and marketing innovations; some companies break out of the market, appearing to be brand names, and any price increase is not the same as the market. And eventually lose the market; some companies are quick to make a profit, and in order to expand the scale, they rush to engage in joint ventures and sell brands (using paid brands without paying attention to product quality control), which ultimately affects the brand's credibility; some companies are reluctant to invest in corporate brands, and when they form scale With enhanced capabilities, it's too late to create original corporate brands. From these negative examples, we can see that the company's brand strategy has long-term, holistic and forward-looking characteristics. This requires enterprises to establish a "brand" consciousness and correct the idea of "creating a brand."

Enterprise product design ideas and strategies

Brand trademarks must master two basic elements, name positioning and product design positioning. There are many techniques for name positioning. Whether the corporate brand name has a "look through" effect and maximizes the "direct association" of the public, so that everyone knows the meaning of the brand in just a few seconds. This is a successful brand in brand marketing One of the basic characteristics of the name. Corporate brand name product positioning requires a comprehensive grasp of history, culture, customs, habits, national psychology, and modern consciousness. At the same time, brand name positioning should also pay attention to rhythm, visual beauty, moral beauty and personalization. For a new product of a new enterprise, the primary problem of a trademark is to do a good job in trademark design and determine trademark investment. It mainly proposes an estimate of the expenditure for the development of new trademarks, including trademark design fees, registration fees, publicity fees, and materials costs for the design and use of new packaging. Relevant regulations and market conditions referred to by trademarks. That is to understand the degree of market saturation and competitors, and to grasp the consumer psychology of each country.

Enterprises choose the target market on the basis of the market, the commodity market is divided according to consumer demand and satisfaction, there are two types of homogeneous and heterogeneous markets. A homogeneous market is a market where consumers have more common needs for goods, have less consumption elasticity, and are less affected by advertising. Some necessities are of this type. A heterogeneous market is the opposite of a homogeneous market. It refers to a commodity market where customers have different requirements for the quality and characteristics of similar products, emphasize the personality of the product, have greater consumption flexibility, and are more affected by advertising. Most commodity markets are heterogeneous. When meeting consumer needs, we must consider not only physical needs, but also psychological needs. There are certain limits to physiological needs, and psychological needs are unpredictable. Therefore, in the general market of similar products, companies can segment the market into many sub-markets based on the physical and psychological needs of consumers and the company's own operating conditions, and then formulate corporate marketing based on the characteristics of the target market. Strategy and adopt corresponding advertising strategies. Because the market can be subdivided, different strategies can be used in market operations and advertising to win different consumers. According to the market to develop sales strategies, generally can be divided into three categories: indifference market strategy, different market strategy and centralized market strategy. For different situations, advertising strategies also take corresponding forms: non-differential market advertising strategies, differential market advertising strategies, and centralized market advertising strategies.

Indifferent market advertising strategy

The indifferent market advertising strategy is to use a variety of media combinations to the same large target market for advertising within the same time. This strategy is generally applied in the product introduction period and the early growth period, or when the product is in short supply, when there are no competitors in the market, or when the competition is not fierce. It is a frequently used advertising strategy. It is conducive to the use of various media to promote unified advertising content, and quickly increase the popularity of the product to achieve the purpose of creating a brand.

Differential Advertising Market Strategy

Differential advertising market strategy is that in a certain period of time, companies target different segments of the target market, use different media combinations, and do different content advertising. This strategy can better meet the needs of different consumers, and is conducive to improving the visibility of the product, highlighting the excellent performance of the product, and enhancing the consumer's trust in the enterprise, thereby achieving the purpose of expanding sales. This is a common advertising strategy after the product enters the late growth stage and mature stage. At this time, product competition was fierce, and market demand was more differentiated. Due to market differentiation and each target market has different characteristics, advertising design, theme conception, media combination, advertising release, etc. are also different.

Centralized Market Strategy

Concentrated market strategy is the strategy of enterprises to focus the power of advertising in one or more target markets in the segmented market. At this time, the goal of the company is not to occupy a small share in a larger market, but to occupy a larger share in a smaller market segment. Therefore, advertising is also focused on one or a few target markets. Enterprises that adopt a centralized market strategy are generally small and medium-sized enterprises with limited resources. In order to give play to their advantages and concentrate their efforts, they only select smaller markets that are beneficial to them and within their capabilities as the target market.

Three strategic relationships

These three strategies can be used independently or comprehensively, and can be flexibly controlled, depending on the basic situation of the enterprise.

Examples of market positions

(1) The advertising slogan is straightforward: Drink "good evening" milk at night. In this way, the consumer group is from children to the elderly: if you drink milk at night, it is "good evening." "Good evening" has become synonymous with drinking milk at night. Just as Cai Le is synonymous with anti-dandruff, "De-dandruff is Cai Le".

(2) Advertising time: "Good evening" advertisements are all concentrated after six o'clock in the evening. After the weather forecast at night and before the focus interview, this time is the most critical. During this time, the most eye-catching eyes also coincided with "good evening". The concentration of advertisements has also saved the company a lot of advertising costs.

(3) Print advertising. "Good evening" does not have too many print advertisements, but just appeals on the product packaging: a clock with the hands pointing at nine o'clock, which is in line with the positioning of the product. For these graphic designs, the color tone is also boldly based on blue, which is also in line with the current fashion trends, such as Sanjing's "blue bottle" and Yanghe wine "blue classic".

(4) "Pu-bu was brought with mud". While promoting "Good Night", they have not forgotten their "Breakfast Milk": "Drinking breakfast milk in the morning, healthier partners in the morning and evening." In this regard, when Mengniu operated "sour yogurt", the cooperation between "sour yogurt" and Hunan Satellite TV even exerted its most powerful effect. Promotion strategy