Definition
The advertising strategy is a statement prepared by the advertiser (often in association with an advertising agency) setting forth these factors to be used in an advertising campaign for a specific good or service:
- competitive frame – the list of specific brands with which a given brand competes most directly for customers
- target market
- message argument – a statement of the customer benefit and the specific product performance characteristic that delivers that benefit
A copy platform is a statement prepared by the advertiser (often in association with an advertising agency) setting forth the advertising strategy, a summary of the rationale for the strategy, and related background information. [1]
Advocacy advertising is placed by businesses and other organizations to communicate a viewpoint about a controversial topic relating to the social, political, or economic environment. [1]
Comparative advertising involves an approach to the advertising message that attempts to persuade the audience by comparing the performance of two or more brands. The reference brand may be the previous formula used by the advertiser, an unnamed competitor of the advertiser, or a specific and named competitor of the advertiser. Comparative prices refer to statements in ads comparing specific prices with previous prices, other prices, or prices goods are estimated to be worth.
An advertising or marketing campaign is a set of coordinated, specific activities that are based on a common theme and designed to promote a product or business through different advertising media.
In SEO marketing, campaign integration involves planning and executing a paid search campaign concurrently with other marketing initiatives, online or offline, or both. More than simply launching simultaneous campaigns, true integration takes all marketing initiatives into consideration prior to launch, such as consistent messaging and image, driving offline conversions, supporting brand preference, brand awareness, increasing response rates, and contributing to ROI business goals. [1][3]
See also
Integrated marketing communication
References
- American Marketing Association, AMA Dictionary.
- Common Language in Marketing Project, 2021.
- SEMPO, SEM Glossary, www.sempo.org.