Advertising strategy

What is an advertising strategy?
Why do we need an advertising strategy?
How to develop an advertising strategy?
Developing a creative strategy
Setting KPIs

What is an advertising strategy?

An advertising strategy is a long-term plan aimed at promoting a company or a specific product through various advertising channels. This strategy focuses on achieving global goals, providing a foundation for marketers' actions when launching advertising campaigns. While specific activities may vary, the overall concept remains unchanged.

For example, Nike demonstrates how creative formats and emotionally rich images can effectively work to expand digital presence. As part of its advertising strategy, the company has implemented numerous projects, such as collaboration with the game Fortnite, the release of virtual sneakers, and the creation of a gaming space called Nikeland.

It is important to note that there are no universal templates for advertising strategies. Brands choose different approaches and tools to achieve similar goals. The development of a strategy is based on a deep analysis of the current situation, available resources, and priority tasks, as well as an assessment of the market environment.

Why do we need an advertising strategy?

At different stages of a company's development or a product's life cycle, priorities can vary greatly. An advertising strategy helps achieve set goals, which can include:

Launching a new product: Motivating consumers to try a new product and creating demand.
Increasing brand awareness: Outreach advertising campaigns to raise awareness of the product.
Enhancing loyalty: Motivating customers for repeat purchases and recommendations.
Improving image: Creating an image of a responsible and eco-friendly company.
Shifting focus: Highlighting other products, such as milkshakes in the case of a well-known ice cream brand.
Improving marketing metrics: Launching promotions with discounts and gifts to stimulate demand.

The goals of an advertising strategy should be achievable and consider the company's resources, as well as the current market situation. Typically, the strategy includes several tasks, allowing for flexible responses to changes.

How to develop an advertising strategy?

An effective advertising strategy requires consideration of various factors:

Advertising activity of competitors.
Brand positioning and its alignment with the marketing strategy.
Target audience and their values.
Placement channels that the target audience interacts with.
External and internal factors, such as seasonality and available resources.

Steps to develop an advertising strategy include:

Analyzing the current situation: Conduct a SWOT analysis, examining strengths and weaknesses, opportunities and threats.
Defining goals and objectives: Formulate the goals you want to achieve through advertising.
Setting timelines: Establish overall and intermediate deadlines for monitoring progress.
Describing the target audience: Identify characteristics that will assist in positioning the product.
Formulating a unique selling proposition (USP): Identify the unique advantages of your offering.
Creating a media plan: Assess the advertising budget and select communication channels.

Developing a creative strategy

The next step is to create a creative strategy, which includes:

Developing concepts and messages for advertising.
Selecting impact methods that align with the product features and target audience.

Creative strategies can be categorized into rational, emotional, and mixed, depending on the emphasis they place. Rational strategies focus on the practical value of the product, while emotional strategies appeal to consumers' feelings.

Setting KPIs