Advertising It is an essential element in any business or organization, so it represents an element that must be present within the strategic and investment plans that the company undertakes.
With it, direct communication is established with the consumer market, it tells it what the company does, how it does it and where you find it, in this way it makes the image and brand known in order to position it in the mind of the consumer.
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In this article you will find:
What is the advertising strategy?
A publicitary estrategy It is an action plan drawn up in order to encourage the sales of certain products, persuading future buyers.
There is a wide variety of advertising skills, as well as goods per advertising plan, where each company can design its own action plan. However, it is worth highlighting the existence of advertising tactics and maneuvers oriented on basic principles such as the characteristics or benefits of the product and market knowledge.
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The advertising strategy is part of the communication strategy of the brand, since advertising is nothing more than a communication channel in which the brand seeks to cause a direct impact on its potential customers and at the lowest possible cost. Therefore, the publicitary estrategy it is considered a paid communication, biased, segmented and calculated where the brand chooses what, how, where, to whom, when it will communicate.
It seeks to convey a brand message, values, benefits of the product or service, promotions and discounts, feelings and emotions, always in connection with the strategic plan and the business model.
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Objective of the advertising strategy
The main objective of the advertising strategy is to design a campaign that allows the company reach a specific response from the target audience, which is ultimately reflected in consumer loyalty and the increased sales and profits.
To achieve this, the company needs to know and analyze the tastes and preferences of the potential customer, in order to advertise the product that said customer is waiting to find, then the message to be communicated is defined and once said message is clear, the way to communicate it is selected using the correct means to reach the target specific.
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What must be taken into account when developing an advertising strategy?
Before starting to define its advertising strategy, the company must:
- Keep in mind the characteristics of the product or service, the objective or purpose of the product, advantages over other similar products.
- Emphasize the aforementioned characteristics as they will contribute to the achievement of the strategy's achievements.
- Launch a market research that allows determining to whom the product or service should be directed, specifying specific characteristics such as age, gender and social condition.
- It is also necessary to specify what proportion of the market is occupied by competitors and their products.
- Know the characteristics of the competitor's products.
- Keep in mind the economic situation of the country, to adapt to these, in order to specify the sales capacity.
Steps to establish an advertising strategy
As part of the communication strategy, it is established by following the same steps.
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- Analysis of the situation: It consists of gathering the necessary data of the product, the market and the competition.
- Communication in all directions and directions: Once the data is collected, it is analyzed and conclusions are drawn to establish the internal, external and advertising lines of communication.
- Guide the objectives: the strategic objectives of advertising are defined, maintaining coherence with the objectives of the company, marketing and communication.
- Strategic lines: having clear objectives, the strategic lines of action are established, which will allow the achievement of these objectives, the action plan is developed, that is, the campaign advertising. Working the lines of: content on which the campaign is based, creativity, time and planning.
- Action plan: The different advertising campaigns are outlined by type of campaign, content, theme, target, objectives, etc.
- Measurement and monitoring: It is very important to rely on monitoring to be able to measure the return on investment.
Types of advertising strategies
In the world of advertising the limit is creativity, however, the use of advertising strategies such as the following is frequent:
Comparative strategies
They are those that use as a technique and objective the exposition of the characteristics and advantages of the product to be advertised compared to the characteristics of the competitor's product.
Financial strategies
They are those strategies that are based on the power of being present in the mind of the receiver, making itself known by capturing the audience.
Positioning strategies
Its objective is to achieve a place in the mind of the consumer, as opposed to the place occupied by the competition, by associating a series of related values with the recipient.
Promotional strategies
They are distinguished by their aggressiveness, in search of maintaining and increasing the consumption of the product and encouraging the use or consumption of the product.
Push strategies
Designed with the purpose of inciting the points of sale, the distributors and the sales force in general of the company.
Traction strategy
It is a strategy oriented towards motivating the end customer, through the approval of the product.
