Advertising strategy is a natural outgrowth of marketing strategy,
so the result from any advertising strategy should be closely connected with
the overall marketing objective, which should be based on situation analysis.
After that, the advertising objective is designed, considering all the important
variables for an effective advertising campaign.
In this circumstance, the process of developing an advertising strategy involves the following eight core steps:
|Based on the planned ad budget, this procedure decides what types of media will be used and outlines reach, frequency, and continuity goals considering the ad objectives.|
|In this procedure, the advertising agency finalizes and presents what the advertiser wants to say in a way that will win the target audience's attention and interest.|
|After completing the first draft of the ad, several areas of the ad as well as other aspects of the advertising strategy are diagnosed prior to the campaign period. With such pretesting, the advertising agency tries to increase the likelihood of presenting the most effective advertising messages and to prevent possible problems in the actual implementation.|
|In this procedure, the advertising strategy is turned into action in order to achieve the predetermined advertising objectives.|
|After the campaign period, the effectiveness of the advertising is evaluated to provide useful guidelines for the next advertising strategy.|
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