In order to comprehensively link the practical work I'm producing to my essay I need to produce a brand strategy. The main chunk of my practical work will be based on how the advertisement works, what communicative devices it uses and in which contexts will it be displayed. To get my head around this I did some research into what makes up an advertising strategy in order to fully grasp how to produce mine for 'status'.
Advertising Strategy
What’s going on?
The first step in developing an advertising strategy is market research. History of success, trends in popularity and current situation are the core areas for research, once gathered this information leads to realistic evaluations around risk and opportunity.
SWOT
After the research has been fully gathered and analysed it needs to be organised into a SWOT report that can easily understood by clients or by team members/creative director. The SWOT report identifies, and stands for, Strengths, Weaknesses, Opportunities and Threats.
Action
Various actions need to be considered in order to create a campaign that fits its market and has the correct selling point. These can include using before/after demonstrating the products effectiveness or image advertising where the product is little mentioned and instead an image is built around the brand that gives the identity (useful for my particular market). There are many more strategies, the key is finding the right one.
Branding
What follows is the building of the brand and the suitable guidelines for it to exist within built off of the strong foundations of market and product research. In short, this is the graphic design bit, what's the concept? What look and tone will be suitable? Where will it be displayed etc.
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