Strategic perspective helps create effective advertisements.
Strategic perspective in advertising combines media planning science with advertising creativity. Media planning involves delivering the right message to the right person at the right time. Creative advertising involves producing a message that cuts through media noise to catch the attention of the potential consumers and compel the message to stick in the consumer's memory. Advertising messages with proper strategic and creative perspective not only reach the intended recipient, but resonate in the minds of the potential consumer. This creates the desire to adopt the idea or buy the product.
Instructions
1. Investigate the product's potential customers. Also known as the target market or market segment, groups of potential customs often have common characteristics. You can gain information on the target market through census and database searchers, and through consumer surveys or focus groups.
2. Select media preferred by target market members. This helps you determine what kind of advertisement to create. Some media choices include television, radio, magazine, newspaper, the Internet and direct mailers.
3. Determine the type of appeal. Draw on target market research to determine what kind of advertising message might appeal to potential customers. Rational appeals use logic to persuade, while emotional appeals attempt to draw out feelings to make the message memorable.
4. Add information about the product to the advertisement. Describe how the product fulfills the consumer's needs. Add information on special features and increased value. Include a "call to action" informing consumers buy the product or contact the company.
5. Set the tone and style of the advertisement. Expand on the type of appeal, add logical information for rational appeals and extra sentiment to emotional appeals. Ensure that the tone meets the preferences of target market members. If research shows target market members enjoy humorous advertisements, use humor in the appeal.
6. Link the advertising communication with the business' overall product strategy. Tie the product, price and placement in with the advertisement.
7. Use the advertisement as part of an integrated marketing communications, or IMC, plan. Every message from a IMC plan is unified according to a business' strategic message. The contents of a strategic message build on the nature of the product and research into the needs of the target market.
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