Developing Advertising Strategy
Advertising strategy consists of two major elements which are following:
- Creating advertising messages
- Selecting advertising media.
In the history, companies frequently viewed media planning as secondary to the message-creation procedure. First the creative department created good advertisements, and then the media department chosen the best media for carrying these advertisements to desired target audiences. This frequently caused friction among creative and media planners.
Nowadays, however, soaring media costs, media fragmentation and more focused target marketing strategies have promoted the significance of the media-planning function. In some of the cases, an advertising campaign may start with a great message idea, followed by the option of appropriate media. In other cases, yet, a campaign might start with a good media opportunity, followed by advertisements designed to take benefit of that opportunity. Progressively, companies are realizing the benefits of planning these two significant elements jointly.
Therefore, more and more advertisers are orchestrating a closer harmony between their messages and the media that deliver them. Media planning is no longer an after-the-fact complement to a new ad campaign. Now, media planners are working more closely than ever with creative to permit media selection to help shape the creative procedure, frequently before a single ad is written. In some of the cases, media people are even initiating ideas for new campaigns.