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Advertising Strategy for a Brand

By Marketing Advisory, 3EA
Advertising Strategy for a Brand

To understand advertising strategy, we first need to understand about the advertising creativity which is the ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communicate problems/opportunities. To be effective, the creative idea must be relevant to the target audience.

The job of the creative team is difficult as well as challenging because every marketing situation is different and each campaign or advertisement may require different approach. But, it's important for creative team and the brand to take some risks if they want breakthrough advertising that gets noticed.

There is a 5 step creative process behind generation of every idea that ultimately defines the Ads
1. Immersion: Gathering information through research and understanding thoroughly the problem.
2. Digestion: Taking the information & work over it in the mind.
3. Incubation: Turning the information over to subconscious from the conscious mind to do the work.
4. Illumination: The birth of an idea.
5. Reality or Verification: Studying the idea that is born to understand if it still solves the problem. Later on they shape the idea to practical usefulness.

Other than the creatives process, account planning plays an important role during creative strategy development by driving the process from the customer's point of view. These planners work with the client as well as other agency personnel (Like creative team and other specialists).

Their role is to discuss how the knowledge and information they have gathered can be used in the development of the creative strategy as well as other aspects of the advertising campaign.

There are certain other components that are involved in the advertisement strategy are:

Advertising Appeal: It's the approach used to attract the attention of the consumers and/or to influence their feelings towards the product, service, or cause.

There are 2 types of advertising appeal:
a. Informational/Rational Appeal
b. Emotional Appeal

Informational/rational appeals focus on the consumer's utilitarian need for the product or service and emphasize features of a product or service and/or the benefits or reasons for owning or using a particular brand. The content of these messages emphasizes facts, learning and a logical route to persuasion. There are several types of messages that fall under the category of rational approaches-feature, competitive advantage, favourable price, news, and product/service popularity appeals.

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Emotional appeals relate to the customer's social and/or psychological needs. Many of consumer's motives for their purchase decisions are emotional, and their feelings about a brand can be more important than the knowledge of its features or attributes.

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Advertising Execution - The advertising/creative execution style is the way a particular appeal is turned into an advertising message presented to the consumer. Here we have 11 ways of execution being mentioned below:

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Key Lesson:
The advertising strategy should be chosen in such a way that it helps your brand to have greatest positive impact on the sales, profits and the value of the company.

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Article by: Marketing Advisory, 3EA