Advertising strategy and advertising idea

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A PR campaign is based on an advertising idea. It represents certain thoughts, packaged in some artistic form, which need to be conveyed to the consumer. In a broad sense, a PR idea unites different aspects of a campaign: the nature of the information impact on the audience, its content, and the direction of activity.

To formalize an idea, a work plan (script) is written, onto which an advertising message (text, photographs, musical accompaniment, etc.) is superimposed. The implementation of nurses email list a PR idea lies in the literary (textual, verbal) and artistic (pictorial, visual) planes.

Advertising strategy and advertising idea

It should be noted that the terms "advertising strategy" and "advertising idea" are quite close, but not identical. Strategy is responsible for providing the presented product with specific utilitarian and/or psychological characteristics that will increase demand for it.

The advertising idea provides the basis for developing artistic images with the help of which the strategy will be implemented. Such images can be characters, slogans, interesting plots, spectacular images that are easy to remember and firmly fixed in the consumer's mind.


Who needs an advertising strategy and when
Selecting an advertising strategy is one of the main tasks of any company that aims to grow, develop, expand its client base and sell its own product. Without a clear action plan, it is impossible to achieve significant and long-term results, gain a foothold in the market, or begin developing new ones. Without an advertising strategy, it is impossible to create and conduct a high-quality and effective PR campaign.

Let's look at situations in which planning an advertising strategy becomes a matter of primary importance.

Customers refuse to buy because of the price

Companies often think that problems with selling their goods are related to uncompetitive pricing. That is, the cost of goods is so high that consumers prefer to buy them elsewhere. However, price is far from the only reason for difficulties with sales. But not everyone sees this, because they do not track the mood of the audience.

To avoid problems, it is necessary to get the client's attention at the earliest stages of product promotion, and it is important to interest him so much that he does not have the desire to go to competitors.

When you need an advertising strategy

The company sells a complex product.

Complex products are not bought by customers quickly. To make a decision, a person needs to thoroughly study the market, the product itself, its features, understand whether it has advantages over others, weigh all the pros and cons. In such a situation, it is not enough to simply launch a PR campaign. It is necessary to develop an advertising strategy for the company, which will allow not only to declare itself, but also to differentiate itself from competitors.

There is a need for investment from outside

To develop a business from scratch without your own funds and with a good idea, you need to sell it to investors. If the company does not have a strategy for promoting itself, it will be difficult to find money for the project.

The company has hit a ceiling

Companies often find themselves in a situation where growth stops, market share declines, prices rise, and so does the number of competitors. In this case, it is necessary to develop a strategy for exiting the crisis. To do this, it is necessary to assess the market dynamics, study current supply and demand, and plan actions that will allow for a renewed increase in product sales.