Above All Else, Always Remember the Strategy

By May 30, 2014 No Comments

Target Consumer The target consumer is a well-defined person, or group of people, that your agency or organization has chosen to pursue. But most of all, it includes the person who ultimately buys the product. It also includes those who, in certain circumstances, decide what product will be bought. And finally, it includes those who influence product purchases (children, spouse, and friends). Positioning Statement Determining a brands position is key to any advertising strategy. Positioning relates to strategy, in the specific or tactical development phases of carrying out an objective to achieve a business or organization’s goals, such as increasing sales volume, brand recognition, or reach in advertising. This leads to business developing a positioning statement. All advertising strategies are based on a positioning statement. Simply, a positioning statement explains what a company’s product or service is, what makes it different from competing products and services, and how it will reach the customer. Key Messages As with any marketing campaign, it is key that all messages be clear and succinct so that there is no fragmentation across mediums. Consumers today are bombarded by messages from all types of organizations, so it is more important than ever to maintain a consistent persona. Consistent messaging is the only way to ensure that this persona stays constant. The most important thing to remember is that consistency is king. Always portraying the same persona will help organizations stick out from the plethora of others that are all trying to reach the same target. Communication Media Once the product and its environment are understood and the target consumer has been specified; the routes of reaching the consumer must be addressed. These five channels are the most prevalent in media today: Print Audio Video Digital Outdoor advertising Each of the channels available has its advantages, disadvantages, and cost patterns. You want to choose the optimum means, given budgetary constraints, to reach the largest number of target consumers with the appropriately formulated message. BIBLIOGRAPHY Berkowitz, Ira. Vault Career Guide to Advertising. Vault, Inc., April 2004. Gordon, Kim T. “Selecting the Best Media for Your Ad.” Entrepreneur. September 2003. Ries, Al,and Laura Ries. The Fall of Advertising and the Rise of PR. HarperCollins, May 2004. Stafford, Marla R., and Ronald J. Faber. Advertising, Promotion, and New Media. M.E. Sharpe, October 2004. United States Small Business Administration. Advertising Your Business, n.d.[/vc_column_text][/vc_column][vc_column width="1/3"][mk_image src=”” image_width=”800″ image_height=”350″ crop=”false” lightbox=”false” frame_style=”simple” target=”_self” caption_location=”inside-image” align=”left” margin_bottom=”10″][/vc_column][/vc_row]]]>