What is the definition of advertising strategy, and what are the main types of advertising strategy?

Advertising strategy refers to the planning and operation carried out in order to achieve the expected advertising goals, and is a combination of advertising means, countermeasures and strategies. From the standpoint of entrepreneurs, advertising strategy is first of all a means of excellence, an investment behavior of enterprises, not the personality works of artists, nor the theoretical practice of scholars, with the advertising master Ogilvy.

The classic quote says, "Our purpose is to sell, otherwise it's not advertising." "Therefore, the criterion for evaluating advertising strategies is the cost of advertising and the economic benefit.

The degree of contribution to output, i.e., the best advertising strategy will achieve the maximum benefit output with the least advertising investment.

The countermeasures and methods and means adopted by advertising planners to achieve the strategic objectives of advertising in the process of disseminating advertising information. Advertising strategy is one of the core contents of advertising strategy. Advertising strategy is directional, and advertising strategy is the means and methods adopted to achieve strategic goals; Advertising strategy is global, and advertising strategy is only one component, advertising strategy should be subordinated to advertising strategy; Advertising strategy has relative stability in a certain period of time, while advertising strategy has more flexibility, and advertising strategy is the basis for ensuring the realization of advertising strategy.

The form of advertising strategy in a specific advertising campaign is unique, but there are usually 5 types of advertising strategies with the following 5 contents:

1. The advertising strategy adopted in conjunction with the product strategy, i.e., the advertising product strategy;

2. Advertising strategies adopted in line with market objectives, i.e., advertising marketing strategies;

3. The advertising strategy adopted in line with the marketing timing, that is, the advertising timing strategy;

4. The advertising strategy adopted in conjunction with the marketing area, that is, the advertising strategy;

5 Advertising performance strategies to match ad performance. The advertising strategy must focus on the advertising objective, which varies from product to product, from person to person, from time to time, from place to place, and should also be in line with consumer psychology.

Advertising strategy"- Marketing strategy, explained in the reference book.

1. According to its marketing strategy, the company adopts specific implementation plans, methods and countermeasures in packaging, pricing, distribution, after-sales service and other aspects of its products (or services).

Advertising strategy"Marketing Strategies, Explained in the Academic Literature.

1. Marketing strategy refers to the marketing mix of enterprises in order to meet the needs of consumers and users, on the basis of investigation and analysis of the market, products and consumers, so as to achieve the purpose of selling goods and obtaining profits.

2. Marketing strategy refers to the process of comprehensive planning of product sales activities on the basis of investigation and analysis of the market, products and consumers in order to expand sales and increase market share, and according to the needs of market customers.

The simple advertising strategy is:

Spread the word. The meaning of the advertising strategy is:

The marketing object is based on the strategic goals of the brand enterprise, so as to make the behavior model that the enterprise hopes to achieve.

Advertising strategy refers to various specific means and methods to realize and implement advertising strategy, and is the subdivision and measure of strategy. There are four main categories of common advertising strategies: product strategy.

Marketing strategy, media strategy, and advertising implementation strategy. Product strategy mainly includes product positioning strategy and product life cycle.

Strategy, in addition to new product development strategy, product packaging and trademark image strategy, etc., so what are the main types of advertising strategies?

1. Life information advertising strategy: This is mainly an advertising strategy adopted for consumers who buy rationally. This advertising strategy is carried out through similar news reports.

so that consumers can immediately obtain information that is beneficial to their lives.

2. Shaping corporate image advertising strategy: Generally speaking, this advertising strategy is suitable for traditional high-quality brand-name products of old factories and famous factories. This advertising strategy mainly emphasizes the size of the enterprise.

and its historicity, thus inducing consumers to rely on its form of goods and services. There are also advertising strategies to establish a leader in the minds of consumers in response to the leading position of their products in the industry.

3. Symbolic advertising strategy: This advertising strategy is mainly formulated to mobilize psychological effects. Enterprises or commodities represent commodities by borrowing a thing, symbol or person, and shape the image of the enterprise in this form, giving people an emotional infection, and arousing people's associations with the texture, characteristics and benefits of the product.

At the same time, because the image of the company and the product is highly outlined and concentrated on a certain symbol, it can be beneficial to memory and expand the influence.

4. Commitment advertising strategy: This is an advertising strategy in which a company makes some kind of commitment guarantee in the advertisement in order to make its products win the dependence of users. It is worth mentioning that the application of commitment advertising has a difference in the degree of feeling and trust between the old product and the new product.

The essence of a commitment advertising strategy is that the promises made must be met. Otherwise, it becomes a more authentic deceptive advertisement.

5. Recommended advertising strategy: the guarantee of self-selling and boasting of enterprises and products may not necessarily be convincing. Therefore, it is necessary to adopt a recommendation advertising strategy in which a third party emphasizes the characteristics of a certain product or a certain company to consumers in order to gain the trust of consumers.

Therefore, this advertising strategy can also be called a testimonial form. For a certain commodity, the affirmation of expert authority, the appraisal of scientific research departments, the confirmation of historical data, and the demonstration of scientific principles are all very powerful testimony, which can produce a "prestige effect" and lead to trust. On many occasions, people are motivated to buy because they have received authoritative propaganda.

6. Comparative advertising strategy: This is an advertising strategy adopted for competitors, that is, two products are juxtaposed at the same time and compared. Some countries in Europe and the United States use advertising more. "I'm not afraid of not knowing the goods, I'm afraid of comparing goods."

That's it for the main types of advertising strategies.

Advertising strategy refers to various specific means and methods to realize and implement advertising strategy, and is the subdivision and measure of strategy. There are four common types of advertising strategies: product strategy, marketing strategy, matchmaking strategy, and advertising implementation strategy.

Product strategy mainly includes product positioning strategy and product life cycle strategy, as well as new product development strategy, product packaging and trademark image strategy.