Basic Steps for Developing an Advertising Strategy

1.  Defining the business problem

a.  Every ad problem starts as business problem, but not every business problem has an ad solution

b.  Problem usually revealed through symptoms

c.  Negative problems - ‘true’ problems

d.  Positive problems - ‘opportunity’ problems

2.  Interrogating the marketing mix - not just advertising

a.  Distribution

b.  Pricing

c.  Product

d.  Promotion

•  How can these elements help solve business problem?

3.  Analyzing the brands total marketing situation

a.  Opportunities and threats

b.  Technology change

c.  Social trends

d.  Political/ legal change

4.  An analysis of the consumer’s relationship with the brand

a.  Don’t mistake target audience with current customer profile

b.  Don’t define target audience in only demographic terms

•  Qualitative research

a.  Set of hypotheses

b.  Must answer a ‘big question’

c.  The issue is the relationship between brand and consumer

5.  Deriving a realistic role for advertising

a.  More than just increasing sales

b.  Provide a desirable alternative

6.  Defining the advertising objectives and strategy

a.  Advertising objectives:

•Awareness

•Trial

•Informing or education

•Change attitudes

•Reminding

•Addressing image or identity

•Conveying specific message

b.  Marketing objectives:

•Market share

•Penetration

•Sales

•Distribution or category growth