Blackwell Reference Online

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Advertising strategy is the set of decisions an organization takes with respect to the employment of →  advertising to reach one or more objectives among a specific target group. Each advertising strategy is based on the →  Marketing strategy that encompasses the strategic decisions regarding all marketing activities, such as packaging, price, distribution, and promotion. Within this set of marketing activities, advertising is part of the promotion strategy. Besides defining target group and communication objectives, main parts of the advertising strategy are message strategy and →  media planning strategy (→  Advertising Frequency and Timing ). A further difference can be made between message strategy and creative execution strategy. The message strategy is defined by the communication objective that is addressed by an advertisement; the creative execution defines how this objective is addressed. Though the ultimate goal of advertising is to maintain and increase the level of brand sales, most often advertising is employed to reach intermediate goals. Most important of these is communicating how a brand is positioned among its competitors (→  Positioning Theory ). Other often employed intermediate goals are brand awareness and generating a general positive feeling toward the brand. Many overviews of message strategies have been published and there is no generally agreed-upon ... log in or subscribe to read full text