ADVERTISING

STRATEGIES
Instructor: Sara Shah
What is an Advertising Strategy
An advertising strategy is a plan that helps you determine how
your brand will reach its audience. It is an actionable plan that
explains:
 How will you create awareness about your product?
 Communicate with your customers.
 And position yourself as a leader in the industry.
An advertising strategy should be based on your business goals.
It should also align with your brand’s values and mission. It is
important to understand:
What motivates your customers?
How they make purchase decisions?
And what messages resonate with them?
Types of Advertising Strategies
Comparative Advertising:
It compares a brand with the competition, in order to highlight the
distinctive characteristics it offers and persuade consumers that it has more
benefits.

Emotional Advertising:
Informational advertising aims to inform, while emotional advertising aims
to evoke emotion. People’s feelings about a product or service can be very
influential on their purchasing decisions.

Pull Advertising:
Advertisers often use this strategy to promote brands that are already well
known in the market and are well positioned. As opposed to pursuing
customers, this strategy strives to keep the brand in the minds of consumers
and attract them to it. The goal is to build long-term loyalty and
identification with the brand.
Push Advertising:
It is better suited for new products or services since it aims to
position well and generate sales by making something known
among consumers. The push strategy can use a variety of
channels, including traditional media and social media. For
example, offering lower launch prices to generate an initial
critical mass of consumers.

Informative Advertising:
Potential customers are shown the value of the brand. In most
cases, rational values are used to guide it.

Email Marketing:
The effectiveness of email marketing has never diminished over
the years, but it has continually reinvented itself. It leads to
long-term loyalty. Brands prefer it because it is one of the best
types of advertising strategies.
Search Engine Marketing:
SEM (search engine marketing) involves positioning ads on search
engines such as Google based on keyword searches. By doing this,
when a user searches for a term related to your brand, your ad
appears prominently.

Social Media Advertisement:

Social network advertising refers to inserting paid ads on social
networks, usually on a pay-per-click basis. These platforms can
also be used to reach users already familiar with the brand.

Influencer Marketing:
Influencer campaigns are a type of native advertising that relies on
influencers to market your product. The idea is that you choose an
influencer who has an audience similar to your target demographic
to promote your product using their own social media channels.
Discounts and Promotions:
Offering discounts or promotions is one of the
effective advertising strategies. When a consumer
finds that they can get something for less than its
usual price, they will likely feel more inclined to
purchase it.

Loyalty Programs
Loyalty programs are another way to attract repeat
customers, as well as new ones.
You can create and offer a loyalty program in a
variety of ways. This includes using an online
platform that allows you to track customer
purchases. Then you can build points or rewards for
them over time.