¶ … advertising strategy and the branding strategy are all integrated with the larger concept of marketing strategy and, on the highest levels, with the company's overall business strategy. The way that a certain brand is advertised depends on what the company decided for that brand, namely what the strategy for it is. It also depends on a variety of marketing-related elements, such as product positioning on the market or the targeted group of consumers. For example, a brand that is #2 on the market and aims to be #1 may have an advertising campaign that targets the leader.
In correlating the advertising strategy with the branding strategy, our company needs to consider several elements. First, this is a new company, as well as a niche company. The first objective of a successful advertising strategy is to relate to the characteristics of the brand and understand how to reach the targeted group of consumers. In this case, because the company is new and operates in a niche, the first objective of the advertising strategy needs to be increasing brand awareness. Brand awareness is not only essential in ensuring that the targeted consumers hear about the company's products, but also differentiates from competitors (Gustafson, Chabot, 2007).
With this in mind, given the nature of the company, the advertising strategy aimed to promote brand awareness should focus on the sexual content of the products. Sexuality, including in advertisements, is catchy and could eventually even lead to "top of the mind" awareness, by which the client could immediately associate the company's brands with the name of the company.
Another way of increasing brand awareness is to use a strategy similar to the one Victoria's Secret is using, namely of hiring well-known models and other public figures (actresses, singers) to advertise the company's products. This may prove more difficult for some of the more sexual products the company sells, because actresses, models and singers are careful about protecting their image, but could be functional in the case of lingerie items, for example.
2) Measuring how effective advertising is essential for any organization, this company included. It allows a proactive, dynamic decision making process, whereby the efficiency of...
Among the elements that make this a complicated endeavor, one can refer to the fact that large budget would be required for effective measurements, including large sample populations for the analysis, as well as the fact that the signals from the marketing this area are generally weak (Lewis, Rao, 2013).
In the case of this company, the effectiveness of the advertising strategy can be measured by starting with simple metrics, such as the number of consumers, the number of return clients, the volume of revenues. Presumably, one can argue for a direct correlation between these metrics, as expressions of how the business is running, and the advertising campaigns.
Subsequently, a more in-depth analysis can be undertaken. This would attempt, for example, to measure whether the consumers match the targeted groups that have been identified as potential clients during the marketing analysis. Such a measurement would divide, among the different segments, according to demographics or socioeconomic variables, the company's clients. If the actual clients are not reflecting the initial marketing strategy, then this would need to be rethought.
A potential problem in measuring the effectiveness of the advertising strategy, as reflected in the previous paragraphs, is the fact that it may be difficult to manage the entire database of clients and to have a reasonable amount of information about these customers (such as birthdates etc.). To overcome this, the company could analyze the opportunity of implementing advertising instruments such as newsletters, which would offer contact information and other additional elements about the buyer.
3) Brassington and Pettitt (2000) have proposed five main categories of promotional strategies. These include, other than advertising, sales promotion, public relations, personal selling and direct marketing. Each of these will be briefly discussed below and analyzed in terms of how useful they could be…
