Developing an Effective Advertising Strategy for Product Promotion - Essay Sample

Introduction

Every new product would require promotion so that the customers are reached out to. One of the ways of achieving this is through advertising. Therefore an advertising strategy needs to be developed to promote the product. Various things need to be considered when developing an advertising strategy.

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The first thing to consider is the definition of the product, which involves identifying the positioning of the product in the market in terms of its primary objective (Ansari & Riasi, 2016). The target audience is essential in developing an advertising strategy. The factors that are mostly deliberated include conduct patterns and psychological factors (De Mooji, 2019). Once the target audience is established, marketing research needs to be done. This will inform the products already available in the market and the desire of consumers from the product.

Another factor that is considered is a marketing plan which would establish the niche of the product to stand out in the competition. One the marketing plan has been stipulated, communication should be considered (De Mooji, 2018). It involves the channel of communication, including the right media and an advertising media mix.

The other factors to be considered would include budget, marketing decisions, and modification of the advertising strategy. The budget is determined by the resources the company has. The company can then decide on the marketing advertising strategy, which consists of pull and push strategies (McAlister et al., 2016). Push methods aim at retailers and salespersons to buy the product while the pull method directly aims at customers.

Conclusion

In conclusion, the company needs to consider all the factors such as budget, target audience, and marketing plan among others. The company needs to consider the trends in the market to ensure that the advertising strategy is still active. This is through including a plan for modification into the advertising strategy.

References

Ansari, A., & Riasi, A. (2016). An investigation of factors affecting brand advertising success and effectiveness. International Business Research, 9(4), 20-30. Retrieved from https://www.researchgate.net/profile/Azarnoush_Ansari/publication/324262837_An_investigation_of_factors_affecting_brand_advertising_success_and_effectiveness/links/5ac7cb580f7e9bcd51939725/An-investigation-of-factors-affecting-brand-advertising-success-and-effectiveness.pdf

De Mooij, M. (2019). Consumer behavior and culture: Consequences for global marketing and advertising. SAGE Publications Limited.

De Mooij, M. (2018). Global marketing and advertising: Understanding cultural paradoxes. SAGE Publications Limited.

McAlister, L., Srinivasan, R., Jindal, N., & Cannella, A. A. (2016). Advertising effectiveness: the moderating effect of firm strategy. Journal of Marketing Research, 53(2), 207-224. Retrieved from https://journals.sagepub.com/doi/abs/10.1509/jmr.13.0285