Advertising Strategy

5. What and when

What you are trying to achieve is central to your strategy (see 1).

Your objectives will determine what aspects of your product or service you should highlight and when you should advertise.

5.1 Your advertising campaign is just one part of your marketing strategy. Make sure it is suitable for your product or service.

• For example, ads to generate immediate sales are not effective for products that require demonstrating, or that need special skills or knowledge to operate.

5.2 Your strategy should be based around promoting a single, solid benefit.

It is not enough to say 'the best' or 'free'.

• You must know what motivates your target audience.
• Make your message stand out and make it simple.

5.3 Consider the timing of your campaign.

• When are your target customers likely to be most receptive to your ad?Plan well in advance. Some publications get booked up many months ahead.
• When do you want your targets to respond and what is the likely lead time from advertisement to action?
• Will you be able to handle the response?Make sure your response is professional and carefully planned.