¶ … 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...
This change is likely to come about as lawmakers realize how their skirting of Constitutional protections for one area they are in favor of can easily be applied to other areas once the door is opened for working outside the appropriate framework. Bibliography Edgar, T.H., (2003, February 14). Section-by-section analysis of Justice Department draft "Domestic Security Enhancement Act of 2003," also known as "Patriot Act II." ACLU. http://www.aclu.org/safefree/general/17203leg20030214.html Lithwick, D. And Turner,
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