All successful advertising campaigns have three major things in common: focus, flexibility and consistency. In today’s marketplace, the competition for consumer attention is hard. Any advertising campaign that highlights these three things will be sure to get ahead. Focus; all campaigns usually begins with a clear focus. To determine a strategy and the message you want to get across, the target audience needs to be recognised and researched. It is also important that you are sure of the objectives that need to be achieved for the target audiences.
An example of a good focus is the Murphy’s campaign. In their campaign they wanted they wanted to focus on getting a message across that compared to Guinness, their drink is not as bitter and that their drink has the characteristics of easy going Irish personality rather than Guinness’s high class characteristics. Flexibility; when working on the campaign, the main ambition is to create something that works on numerous levels and can be personalised to fit several markets.
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Some creative strategies are use to promotes publicity, public relations, personal selling and sales promotion. The three significant strategies that helps promote these things are weak strategies, middle-strength strategies and strong strategies. Advertisements contain these strategies could be found in radio, television, and magazines. Weak strategies Generic and pre-emptive strategies are the strategy that describes the weakest form of advertising. A generic (general) strategy gives a product attribution. When this strategy is used, the consumer does not really learn anything new about the product.
Pre-emptive strategy is another form of weak advertising that makes a general claim stronger. Middle strength strategies Three forms of middle strength strategies are unique positioning strategy, brand image and position. Unique positioning strategy is used in advertising to persuade the consumer that something about the product being advertised is truly unique and different. Brand image is also another very common way advertisers choose to advertise. They do this by using a celebrity as spokesperson and they strive to create emotion and give a brand a personality.
A good example is the L’Oreal advert for elvive smooth intense; the product is advertised by Eva Longoria, Kerry Washington, this gives the brand a face people want to be. Positioning is one the most common forms of advertising, in positioning one brand will takes its product and position it against another. Strong strategies The strongest forms of creative strategy are affective advertising and resonance advertising. Affective advertising are the ones that makes people feel really good about a product. Resonance advertising is a way of identifying with the consumers, by creating campaigns that certain target audience identify with.