Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Media
Strategy
Marketing Advertising
Objective Objective Media
Mix
Creative
Mix
Segmentation Key Media
Advertising Strategy
Implementation Implementation
Brand Awareness
Informative
Brand Familiarity
Brand Personality
Associative
Brand Relationship
However, marketing problem may outline multiple or complementary advertising objectives, which
may need multiple or complementary advertising strategies
Advertising Strategy
Audience Strategy
• Undifferentiated Targeting
– All possible consumers, mass audience
– Examples: Coke, McDonalds, Google, PayTm, Amazon,…
• Differentiated Targeting
– Multiple target groups
– Examples: Sony, Toyota, Honda, Samsung, Dabur, Flipkart,…
• Niche Targeting
– One focused, homogenous target segment
– Examples: Ferrari, Lacoste, Hugo Boss,…
Message Strategy
Emotional Appeal
Associative
Brand Identity Elements
Feeling
Thinking
Functional
Brand Utility Elements
Selection (Vehicle)