ADVERTISING STRATEGY

A PRESENTATION PRESENTED TO MS. SOBIA FAROOQ

BY ABID MAJEED

 Advertising Strategy
Strategy sound but executed poorly

Executed brilliantly but based on a weak strategy It wont work

We have to do the whole job, not just half. Strong strategy. And strong execution

 First things first

Preliminary precautions before creating strategy:
Copywriters make no hurry. Should take appropriate time Advertisers play with language and images to create some pop and pun but cleverness is useless if we are out of context. Ads need grunt work like legwork, digging around in the issue, getting up to speed on selling situation, knowing enough before start playing with language and images.

 Strategy versus Execution

Ad has two parts. Strategy and execution. Some practitioners and advertisers split these two terms into strategy and tactics

What you are saying?

Relates to strategy e.g. the ads big idea and its selling arguments. Idea should be creative, use of appeals

How you are saying?

Relates to execution/tactics. Use of particular forms like images, language layout and media use etc.

 Important Points before Creating Strategy the product the consumer, and the marketplace

The Product
comprehension of product, the salient features of the product, product should seem as its first appearance.

The Consumer
Best target people, needs of our target market, characteristics of product either it fulfill the requirements of the consumer or not.

The Marketplace Where product stands in market? other products, Why consumer will prefer our product