Advertising Strategy

Definition

The advertising strategy is a statement prepared by the advertiser (often in association with an advertising agency) setting forth the:

  1. competitive frame,
  2. target market, and
  3. message argument

to be used in an advertising campaign for a specific good or service.[1]

 

References

  1. ^ American Marketing Association, AMA Dictionary.
  2.  Common Language in Marketing Project, 2021.

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