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167 Advertising Strategy Examples

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In business, it’s not always the best product that rules the market – it’s the best-known product. After all, marketing is an essential aspect of any business strategy. So, what strategies can a company use to beat its competitors? Keep reading to find out!

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Every move made by a business with the purpose of convincing the public to buy what it’s selling is termed an advertising strategy. While there are many types of advertising strategies, each of them takes one of two forms: traditional or digital . Traditional advertisement refers to advertisements done offline, like billboards, posters, and TV commercials. On the flip side, digital advertising is done online, and it includes social media marketing, email marketing, and SEO marketing. These days, a lot of brands infuse both forms into one singular advertising strategy .

What Are the Two Major Elements in Developing an Advertising Strategy?

The two elements of great importance to every advertising strategy are the advertisement content and the media . The content creates a compelling market essay that will persuade the target audience to take the desired action (make a purchase, use a service, etc.). The media requires that a business identifies its target audience and knows the best platforms to reach them.

What Is Creative Strategy in Advertising?

Creative strategy is a course of action that, when taken, would help a brand achieve its plans and move to the next level of growth. It takes into account the brand’s mission statement, the product, the advertising content, the media, and the cost of advertisement, alongside other important factors.

• The Use of Social Media . This strategy involves paying social media platforms like Instagram and Snapchat to advertise your product. The algorithm of those platforms makes it easier for them to put your product in front of your target audience.
• Seasonal Advertising . Seasonal advertising means advertising your products in seasons when they would be in high demand. For instance, advertising oil lamps during the Diwali festival.
• Running Discounts and Promotions . Companies reduce the price of their products for a limited period of time and engage in various promotions . This proves effective because it stimulates the Fear of Missing Out (FOMO) in customers.
• Celebrity Marketing . Hiring Celebrities and social media influencers to promote your product to their fans. Before hiring a celebrity/influencer, pay more attention to the level of engagement on his/her page and less to the number of followers.
• Sponsored Content . Creating an advert that blends with the content of the platform on which it is posted. For instance, talking about the benefits of a particular brand of toothpaste on a dental blog. People feel more at ease with this kind of advert because they don’t even recognize it as one.
• Google Ads . Payment to get your products advertised on Google websites and on the search results page. Google charges per ad click.
• Guerilla Marketing . Makes use of unusual, eye-catching techniques to promote a product. This doesn’t work for every product, though.
• Rewards Program . Unlike most advertising strategies, this one boosts the engagement of existing customers by offering special benefits to long-term clients.
• Email Marketing . Sending advertisements to potential customers or clients via email. Electronic word-of-mouth marketing also proves effective for consumers.
• Giveaways . This involves giving rewards to customers after they have satisfied some terms and conditions. It boosts the social media following of your brand and also increases engagement.

A lot of companies have used different impressive advertising strategies to their advantage. Here are 4 of the best advertising strategy examples:

• FrontLine . Frontline makes tick control products. They placed a large 3D poster of a dog with a short message beside it on the floor of a large building. Whenever people walk on that image, those on the upper floor would see a dog infected with moving ticks. This ad proved successful because it forcefully attracted people’s attention.
• Coca-Cola . A lot of people believe brands use social media movements as smokescreen to make more money. Coca-Cola decided to tweak the system a bit. By creating a campaign aimed at giving free stuff to customers, Coca-Cola’s advertising strategy proved successful and was able to gain people’s trust and expand their sales.
• Nike . Nike’s advertising strategy involves a little bit of everything. They combined social media and celebrity marketing and made use of relatable stories to boost public engagement.
• Heineken . Heineken’s advertisement strategy focused on knowing their audience (millennial men) and where to find them. So they became a sponsor of the UEFA Champions League and Coachella, two platforms where they were most likely to find their target demographic.

Advertisement strategy is an integral part of a successful business operation. To familiarize yourself with this concept further, make sure to check out the essay samples below!

• Etihad Airways Marketing Plan: Market Entry to Bangkok Business essay sample: Etihad Airways serves as the national airline of the United Arab Emirates. The airline has been in operation for the last one decade and has flights to various destinations across the world.
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• Tesla Cars Company: Marketing Strategies and Channels Business essay sample: The proposed study will focus on investigating marketing methods for Tesla to help it survive in the market for its new technology products.
• Real-Time Bidding System in Business Business essay sample: Information technology arose with diverse strategies to negotiate sales and supply products across the globe.
• Marketing Relationship with Other Functional Areas Business essay sample: Studying 🤓 the relationships and interdependencies between marketing and other functional areas? This essay sample ✅ describes the interrelationship between marketing and other departments in different marketing processes, and the importance of marketing.
• Lush Cosmetics: Company Analysis Business essay sample: Lush Cosmetics (Lush) has been on the market for a long time now, and it is no surprise that the company keeps expanding.
• Marketing on Facebook, Twitter, Google+, Amazon Business essay sample: This paper explores how the internet and social media like Twitter, Facebook, and Google+ are useful for companies to market their products and services.
• Channel Management and Marketing Mix Relationship Business essay sample: Marketing channel control will involve decision making within the four forms of distribution channels. This work shows that the various concepts of marketing channels are related.
• Marks and Spencer Company's Marketing Principles Business essay sample: Marketing is a platform on which skills and products are exchanged between businesses and customers. This work describes the marketing principles of the Marks and Spencer company.
• Advertising and Marketing Strategy in Social Media Business essay sample: Consumers are increasingly relying on online social media as to how they make their purchasing decisions, as the internet has given buyers tools from which they can make decisions.
• Volterman Smart Wallet: Strategic Marketing Plan Business essay sample: The strategic marketing plan for Volterman smart wallet focuses on how this company can use its limited resources to achieve market success.
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• Development of Marketing Strategy Business essay sample: The aim of marketing concept should not be only satisfying customers but also achieving its own goals and objectives. It goals and objectives can be higher profit, increase market share and growth.
• Digital Marketing: Global Strategies Business essay sample: The Internet and the development of WWW have changed communication patterns and greatly impacted marketing channels and techniques.
• Blockbuster Marketing Strategy Analysis [SWOT, Porter’s Forces, & Marketing Mix] Business essay sample: Researching Blockbuster marketing strategy? 📀 This paper analyzes Blockbuster strategy concerning its strengths, weaknesses, opportunities, and threats. 🔍 Read thoroughly to learn more about Blockbuster business model and marketing strategies. ✅
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• Elements of Marketing Communications Plan Business essay sample: Marketing is synonymous with sales. A good marketing plan is given a passing grade if its implementation would result to an increase in net profits. An increase in net profits would involve the four Ps of marketing
• Interactive and Internet Marketing Comparison Business essay sample: This is a report comparing internet marketing and interactive marketing. Apart from this comparison, the concept of Web2 applications, its relevance and examples have been provided.
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• Daihatsu Motors Company: Marketing Communication Plan Business essay sample: This paper attempts to create an integrated marketing communication mix for the world famous Daihatsu Motors in the Kuwait market place.
• Digital Marketing in Photography Business essay sample: Today, marketing to these clients has changed enough that now photographers are using electronic marketing tools such as websites to reach the masses.
• Nike: Case Study Business essay sample: Nike has been a very leading company in the athletic footwear market. It has always given tough competition to its rivals Adidas.
• Decision-Making and Problem-Solving Techniques in Hospitality Business essay sample: The paper analyzes key operational functions of the hospitality industry, assesses hospitality and business performance, and examines the factors affecting problem solving.
• Sustainable Project Development in Marketing Business essay sample: The overview of modern marketing strategies and the manner in which marketing is to meet customers’ needs in accordance with the Internet-savvy world.
• Google’s Business Strategy and Will Show a Thorough Analysis of It Business essay sample: This paper examines Google as a company including its history or origin, its growth, products and services, and the business model it has adopted over the years.
• Case Analysis of Google Inc Business essay sample: Within a single decade, Google has jumped from an Internet based start-up to the prevailing contestant in the Internet advertising pedestal on search engine technology by the use of Information Technology.
• J. D. Wetherspoon Marketing Communication Business essay sample: This report seeks to explain the marketing communications process, the different elements of the communications mix available to J D Wetherspoon.
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• When and Why Is Celebrity Endorsement an Effective Advertising Strategy Business essay sample: This paper will examine the issue of when and why celebrity endorsements are effective for advertising campaigns.
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103 Digital Marketing Essay Topic Ideas & Examples

Inside This Article

Digital marketing is a constantly evolving field that requires creativity, strategic thinking, and a deep understanding of consumer behavior. With the rise of social media, online advertising, and search engine optimization, businesses are constantly looking for ways to stand out in the digital landscape.

If you're a student or professional looking for inspiration for your next digital marketing essay, look no further. Here are 103 digital marketing essay topic ideas and examples to help you get started:

• The impact of social media influencers on consumer behavior
• The role of storytelling in digital marketing campaigns
• The rise of video marketing in the digital age
• The importance of personalization in email marketing
• The future of artificial intelligence in digital marketing
• The effectiveness of influencer marketing compared to traditional advertising
• The impact of user-generated content on brand perception
• The role of data analytics in digital marketing strategies
• The benefits of content marketing for small businesses
• The ethics of targeted advertising on social media platforms
• The effectiveness of mobile marketing in reaching younger audiences
• The role of virtual reality in immersive marketing experiences
• The impact of voice search on SEO strategies
• The importance of social listening in digital marketing campaigns
• The benefits of using chatbots for customer service in digital marketing
• The role of gamification in engaging consumers in digital marketing campaigns
• The impact of influencer marketing on brand loyalty
• The effectiveness of email marketing in driving conversions
• The role of social media advertising in reaching new audiences
• The benefits of using data-driven insights to optimize digital marketing campaigns
• The impact of video content on social media engagement
• The effectiveness of using memes in digital marketing campaigns
• The role of virtual events in digital marketing strategies
• The benefits of using interactive content in email marketing campaigns
• The ethics of data collection in digital marketing campaigns
• The impact of social media algorithms on organic reach
• The role of artificial intelligence in personalized marketing experiences
• The effectiveness of using user-generated content in social media campaigns
• The benefits of using influencers for brand collaborations
• The impact of visual storytelling in digital marketing campaigns
• The role of customer reviews in building trust with consumers
• The effectiveness of using social proof in digital marketing strategies
• The benefits of using micro-influencers for niche marketing campaigns
• The impact of social media contests on brand awareness
• The role of brand partnerships in reaching new audiences
• The effectiveness of using retargeting ads in digital marketing campaigns
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Marketing91

Advertising Strategy in Marketing (Definition and Types)

November 6, 2023 | By Hitesh Bhasin | Filed Under: Marketing

If you want your customers to choose your product over your competitors’ product, then you are required to reach your customers in the right way and create awareness about your product. You need the right advertising strategy to make your customers aware of the presence of your product and what it has to offer. An advertising strategy plays a vital role in boosting your sales by convincing your customers to buy your product. Therefore, it is imperative to learn about the concept of advertising strategy.

In this article, you will learn about what is advertising strategy, the definition of the advertising strategy, how to create an advertising strategy, types of advertising strategies.

Table of Contents

What is Advertising strategy?

An advertising strategy can be defined as a step by step plan to reach your customers and to convince them to buy your products. A well-planned advertising strategy not only conveys the benefits of your product but will also persuade your customers to choose your product over the outcomes of your competitors.

Advertising is a method of promoting your product or service. The purpose of advertising is to reach people who are willing to pay to buy your product and service. And a strategy is a step by step plan to persuade your customers to choose your product and service over the product or services of your competitors.

An effective advertising strategy gives you maximum return on investment. Therefore, it is necessary to choose the right advertising strategy to promote your products and services. The advertising strategy that worked for you in the past doesn’t have to also work for you at present because people change their perception changes that cause the change in requirement.

Why are Advertising Strategies Important?

An advertising strategy is important for any business mainly because it assists in managing advertising budgets effectively. Rather than spending money haphazardly, a well-outlined strategy ensures every dollar is used optimally for maximum return on investment.

Furthermore, an advertising strategy is tailored to help a business reach its specific objectives . Whether it’s increasing brand awareness, acquiring new customers, or fostering customer loyalty, a targeted strategy supports achieving these goals.

Equally important is the role an advertising strategy plays in connecting with the target audience . It’s not just about reaching a vast audience; it’s about reaching the right people. A good strategy helps to identify and speak directly to your target customers, using messages that resonate with them and induce the desired actions.

Lastly, a comprehensive advertising strategy is directly linked to achieving revenue targets . It outlines a roadmap to convert market leads into loyal customers, thus impacting the bottom line positively. By guiding product positioning, pricing, distribution, and communication, it provides a holistic approach that is instrumental in driving sales growth. In short, an advertising strategy is a key to scaling your business sustainably and profitably.

6 Steps to Create Advertising Strategies

Creating an advertising strategy is a creative process. You are required to understand your business and your target audience to create an effective advertising strategy that maximises the sales of your product. In this section, you will learn about the steps that you should follow to create an effective advertising strategy for your business.

1. Determine the purpose of advertising

The first step is to determine the purpose of advertising . There can be different purposes for which you want to advertise. For example, to boost the sales, to promote your newly launched product, to attract foot traffic in the store, to increase traffic on the website, to make people aware of the benefits of the product.

Having the clarity of the purpose of advertising is a step forward in the direction of creating an effective advertising strategy. You can select media platforms on which you want to advertise your product and services and can also decide how much you want to spend on your advertising campaign.

2. Determine your target audience

The second and even a crucial step in creating an effective advertising strategy is to determine the audience that you want to target using your advertising strategy. Knowing the audience that you want to focus on makes your advertising strategy more effective. You will create content that will grab the attention of your target audience.

Determining your target audience is not as easy as it seems. It is a complex process to identify your target audience. Your target customer is a person who will ultimately buy your product. You can determine your target audience by creating a profile of the customer who will buy your product. Next, you should evaluate the influence of the people around your target customer, such as family members, colleagues, friends, etc.

who will influence the decision of your target customer. For Instance, if you are into the business of selling cars, then your target audience will be the people with regular income. The people who have a stable job or who run a successful business. The decision of these people will be influenced by the people they are working with, their friends, their children, and their spouse. Therefore, make sure that when you are creating an advertising strategy, then don’t forget to target this group of people.

3. Decide your advertising budget size

The next important step is to determine the budget for your advertising campaign. It is essential to decide your advertising budget before you decide on your advertising strategy. Your strategies will be ineffective if it does not match your budget.

Sometimes a low budget advertising can do wonders for your business if you choose the right strategy that fits your budget.

4. Selecting media for advertising and deciding the schedule

Once you have determined your product and target audience, the next step that you are required to take is to choose the type of media that you want to use to reach your audience. There are many advertising media such as

1. Print media – Newspapers, magazines, pamphlets, posters, banners, etc.

2. Digital media – website advertising, social media advertising, world wide web, email advertising, youtube ads, Television ads.

3. Direct mails

4. Word of mouth

5. Outdoor advertising – billboards, advertising on public transportation like public buses and cabs.

6. Trade shows.

7. Radio advertising

All of these advertising mediums have their advantages and disadvantages. You can choose one or a group of advertising mediums to implement your strategy. For example, if your target audience is older people than advertisement medium like television ads and newspaper ads will be the right choice of medium to advertise your product.

On the other hand, if you are targeting youngsters, then to reach them, you should opt for social media advertising, youtube ads, and the world wide web. Because nowadays, most youngsters spend their time on these platforms and spend less time watching television or reading newspapers.

Therefore, the right advertising medium can help increase the return on investment on your advertising strategy.

5. Implementation of the advertising program

The next step is to implement your advertising strategy as planned. The implementation of advertising strategies is referred to as an advertising campaign. An advertising campaign is a different concept from an advertising strategy, but an advertising strategy is used as guidelines to create an advertising campaign. As it is crucial to achieving across the board consistency. Everything that is part of your advertising campaign such as music, artwork, images should be as it is decided in the advertising strategy. It is essential to achieve consistency when you are advertising your product through several advertising mediums. Make sure to use one slogan, image, or a music track that creates the coherency of your advertisement on different advertising platforms.

6. Measure the effectiveness of advertising 

The last step is to measure the effectiveness of your advertising strategy. Whether your advertising strategy was successful or not will depend on the return on investment that you get by the implementation of an advertising strategy.

Check whether your objective is met or not. For example, if you aimed to boost sales, then check how much your advertising strategy was successful in achieving the desired number.

Types of advertising strategies

The following are the different types of advertising strategies.

1. Seasonal advertising

This type of advertising strategy is used for the advertising of seasonal products or advertising of your business or products during a particular season. Several huge companies swear by this advertising strategy and advertise their products right before the beginning of the season and through the season. This advertising strategy proves to be beneficial as it provides a high return on investment. Because companies spend their money on advertisements when there is a need for their products in the market rather than wasting money on ads throughout the year.

For example, during important festivals like Diwali, Dussehra, Christmas, companies like Amazon and Flipkart run-heavy advertising, which results in the revenue generation of millions to these companies. Seasonal advertising is not only adopted by giant companies, but it is also popularly used by small businesses to attract customers.

2. Social media advertising

Social media advertising is one of the most popular advertising strategies used by companies to advertise their products and services and to stay in touch with their customers. Companies create their social media handles on different social media platforms like Facebook, Instagram, etc. and share information about their business on these platforms. People can not only learn about the products and services offered by companies but can also interact with the markets through these platforms.

Companies run their advertising campaigns on these platforms and also take the help of social media personalities to promote their products. For example, Olay company advertise their face cream with the help of social media influencers and mobile companies like Redmi and Oppo also support the latest models of their mobile phones on their social media handles and even with the help of social media influencers.

Social media has become the first choice of advertising of both small as well as large businesses. Businesses are not required to spend millions on advertising using social media advertising strategies like they are required to pay when promoting their business on other advertising platforms.

Moreover, using social media advertising, they can learn about the response of people towards their advertising campaign and can make changes as per their reaction.

3. Ownership advertising

In an ownership advertising strategy, you make your customers participate in your ad campaign. For example, coke asked their customers to share their selfies with a coke bottle on their social media platforms and tag them in their posts.

In this way, they indirectly made people buy their product, and by sharing on their social media platform, they make their customers advocate their product to their friends and family.

4. Modeling the advertising strategy

The modeling advertising strategy is when companies make the use of celebrities or renowned personalities to advertise their products. It is an effective advertising strategy as the followers of the superstar will be influenced to buy your product.

5. Utility advertising strategy

The utility advertising strategy is a unique advertising strategy where you advertise your product by helping people achieve their goals.

6. Evocation advertising strategy

This type of advertising strategy to attract the attention of people by evoking strong emotions in them. You create a positive image of your brand and product by connecting with people at an emotional level.

Therefore, many companies are making use of advertisements that reminds them of their parents or children or pets. In this way, they leave a mark in the minds of people. This strategy is useful if you want to make your brand accessible.

Examples of Advertising Strategies

1. search engine marketing.

Search Engine Marketing (SEM) is a digital marketing strategy used to increase a website’s visibility in search engine results pages (SERPs). An example of this is P&G’s skincare brand, Olay, which skillfully targeted specific keywords, ensuring their products appear prominently when customers are searching for skincare solutions online.

2. Social Ads

Social ads are promotional content served to users of social networking platforms like Facebook, Instagram, Twitter, etc. A fitting example is Nike’s “Dream Crazy” campaign on Facebook, which focused on emotional storytelling instead of direct product promotion, leading to an increase in brand engagement and conversation.

3. Amazon Advertising

Amazon Advertising is a service that businesses use to promote their products on Amazon.com, in Amazon-owned and operated sites, and across the web for visibility and product discovery. Bose effectively leverages this service, ensuring their high-quality audio equipment is suggested to Amazon users searching for related products.

4. Email Marketing

Email Marketing is a highly effective digital marketing strategy where businesses send emails to prospects and customers to build relationships, brand awareness, and drive conversions. An example is Buzzfeed’s weekly newsletters, which contain engaging content from their site, maintaining readership and website traffic.

5. Native Advertising

Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed. Airbnb has successfully utilized this tactic by sponsoring content on the New York Times, providing articles that blend seamlessly into the rest of the editorial content.

6. Influencer Marketing

Influencer marketing engages individuals with influence over potential buyers and orients marketing activities around these influencers. This is evident in Fashion Nova’s strategy, which involves partnering with high-profile celebrities such as Cardi B and Kylie Jenner to enhance their brand visibility on social media platforms.

7. Discounts and Promotions

This strategy consists of offering temporary price reductions or value-added services to encourage higher sales volumes. Notably, Walmart regularly offers “Rollbacks” on a vast range of products, reinforcing its reputation as a cost-effective retailer.

8. Contests

Contests are a marketing strategy that involves game-like elements to spur audience engagement. A classic example is LEGO’s “Ideas” platform, which invites customers to design unique Lego sets, with the potential for those sets to be manufactured and sold.

9. Guerrilla Marketing

Guerrilla marketing is a strategy that focuses on low-cost unconventional marketing tactics that yield maximum results. Red Bull is known for such high-impact, unconventional marketing stunts, like the “Stratos” space jump, generating significant attention and buzz.

10. Loyalty Programs

Loyalty programs reward repeat customers with points, merchandise or discounts. Starbucks has effectively employed this strategy via their loyalty program, which offers perks like free drinks and birthday treats, encouraging customer retention and repeat business.

11. Mobile Ads

Mobile ads are internet ads that appear on mobile devices. Coca-Cola effectively uses location-targeted mobile ads, which are triggered when users are near retail stores or vending machines, leading to increased impulse buying.

12. Podcast Ads

Podcast ads are promotional content within podcasts, designed to reach engaged listeners. An example is Mailchimp’s ad in the “Serial” podcast, which not only raised their brand awareness but also engrained their brand into a wider cultural dialogue.

Liked this post? Check out the complete series on Advertising

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• 11 Objectives of Advertising – What are Advertising Objectives?
• What is Advertising? Advertising Methods and Advantages
• Nike Advertising | Techniques used by Nike in Advertising
• Informative Advertising Vs Persuasive Advertising
• Advertising Campaigns: Definition, Types & Examples
• Advertising Media – Definition, Importance, Types and Methods
• Outdoor Advertising – Definition, Importance, Types and Examples
• Advertising Appeals: Definition and 15 Types
• What is Video Advertising? Definition, Types and Trends

About Hitesh Bhasin

Hitesh Bhasin is the CEO of Marketing91 and has over a decade of experience in the marketing field. He is an accomplished author of thousands of insightful articles, including in-depth analyses of brands and companies. Holding an MBA in Marketing, Hitesh manages several offline ventures, where he applies all the concepts of Marketing that he writes about.

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Advertising Strategies Essays

Critical response to “the axe effect” commercial, the commodification of identity in the 1961 cadillac advertisement, the peak fitness club business plan, nike presence, marketing, and advertising strategies in canada, popular essay topics.

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BMW Company’s Advertising Strategies Essay

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Advertising refers to all the actions implemented by a commercial or industrial enterprise to promote its products or services in order to boost the volume of sales. Its sole purpose in the first place is to attract attention and influence consumers’ choice. We can clearly distinguish two types of advertising. These are commercial advertising and brand advertising. The first seeks to publicize a product and convince the audience that the product is better than those of competitors.

Hence, it encourages consumers to purchase a product. The second type of advertisement focuses on the image of the company and its reputation. In the world of advertising, we can also distinguish the means and media used for different media advertising campaigns such as posters, television commercials and billboards. Therefore, an advertising campaign is aimed at a target and it relies on a hook to attract public attention.

The oldest forms of advertising signs were painted or engraved on buildings at a time when printing did not exist. Today, advertising has a very important place in our society because it alters the behavior of human beings. The world of consumption is not limited. This essay explores and analyzes advertising appeals employed by advertisers when promoting their products and services. Besides, advertising strategies used by a BMW automobile company have been analyzed as a case study in the essay.

The BMW i8 advertisement presents a powerful commercial idea. The impression that HIV/AIDS and cancer have been cured is depicted in the advertisement (“BMW i8” par. 2). The advertisement is also accompanied by a lyrical tune that compels the targeted audience to desire listening to it continuously. For an advertisement to work, it must reach the public. The latter is the purpose of any campaign. For the above piece of advertisement, the advertiser had to identify and understand the motivations of consumers purchasing top class cars in order to adapt the message that transforms the product into an object of desire. According to Craig, there are four major theories of advertising strategies that may be used to target and influence consumers (3).

The BMW advertisement is persuasive and informative. Craig observes that this type of advertising is meant to convince or persuade consumers that a particular product is superior to others. The advert can be considered to be rational. The above advertisement also attempts to convince buyers that they will satisfy their luxury need once they buy the classy car. This advertising aims to inform the audience by explaining the advantages of a BMW car.

However, such an advertising strategy has been widely criticized. Indeed, we find that an individual does not always act rationally. Craig explores the economics of TV advertising especially when the aspect of gender is brought into picture. The BMW advertisement is inclined towards gender. It creates a mental image of a beautiful young lady who is similar to the car being advertised. Standardization of products is not easy when this type of advertisement dominates consumer market (Craig 5). When consumers reject the influence generated by this type of advertisement, it may lead to significant loss in terms of advertising costs.

The above piece of advert is also suggestive. This strategy is based on psychological need. It appeals to the inner desires of individuals desiring to own the car. According to Fowles, “an advertiser must strive to cut through the considerable commercial hub-bub by any means available-including the emotional appeals” (16). The advertisement also appeals to meaning. This type of advertising strategy gives the power to imagine because it unconsciously influences the targeted market to buy the product. Hence, consumers will not purchase a product owing to a good reason but simply because they feel a need that is not necessarily justifiable and has not been satisfied (Fowles 18).

BMW’s advertising is also mechanistic in nature. This advertising theory states that economic habits of a consumer is not always rational. This behavior allows passive buying especially when a TV or online commercial program is run continuously for a long time. Craig asserts that “programming manipulates gender portrayals to please the audience” (4). In other words, potential buyers of the BMW car can easily be influenced to adopt a reflex habit. Mechanistic advertising creates an automatic response from the targeted customers. The process involves the ubiquity and identity of the product and/or brand being promoted. Critics have denounced this view owing to the poor image and publicity anchored in people.

Besides, it can also be argued that the BMW advertisement is projective or integrative. This type of advertising is aimed at a well-defined social category. It enhances the standards of people by designing a product where the brand is promoted. The advert also arouses a desire among consumers to assert their social rank by buying and owning a BMW car.

The various strategies highlighted above have been applied through the functional models of consumer behavior theories. Freud and his famous theory of inconsistency led to the establishment of the psychoanalytic model. Moreover, the advertiser of the BMW car does not only promote the qualities of the product. The product is made visible in order to improve the imagination related to its appearance. There are several methods to achieve the latter. Examples include using celebrities, facts and figures, rehearsals, jingles and sound effects, bright colors, eye-catching text, meaningful words while playing images of family happiness, exciting scenarios, or even a feeling of being “cool” or relaxed (Fowles 19).

After analyzing the BMW’s piece of advertisement, it is equally prudent to conclude on a number of issues raised. To begin with, emotional appeals are used by advertisers because they easily arrest communication and assist in drawing close attention of the audience. Second, emotional appeals illuminate the inner desires of consumers. Use of mental and physical images often delivers a greater meaning to a piece of advertisement than words. From the BMW’s advertisement, it is possible to meet various needs of the audience. A typical example is the need for affiliation. The advertisement depicts that individuals who are connected to the product are highly likely to be successful in life.

The emotional appeals of advertisement discussed in the article by Fowles are often the main targets of advertisers. In any case, it is not possible to convince consumers to buy certain products if their emotions have not been influenced. Affiliation needs can be vividly brought out in advertisements through images of people celebrating together and being connected with other influential personalities across the board. It is indeed factual that advertisers usually target our unmet desires when launching their promotional campaigns. However, a series of procedures are necessary in order to accurately recognize and analyze advertisements.

First, do not ignore product information. Besides, consider the viewing angle. Taking photos of the subjects from below may not be appealing most audiences. It is more appealing to photograph subjects from above in order to increase the appealing nature of an advertisement. Besides, understand the target consumers in order to boost appeal of advertisements directed to them. Every advertisement should make only one appeal in order to avoid excess diffusion of ideas.

Works Cited

BMW i8 , 2014. Web.

Craig, Steve. Men’s Men and Women’s Women: How TV Commercials Portray Gender to Different Audiences . 1992. Web.

Fowles, Jib. Advertising’s Fifteen Basic Appeals . N.d. Web.

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IvyPanda. (2021, March 3). BMW Company's Advertising Strategies. https://ivypanda.com/essays/bmw-companys-advertising-strategies/

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Promotional and Advertising Strategies, Essay Example

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Compare and contrast the promotional strategies used by two (2) different companies for a similar product within the category that you selected.

The sales volumes for automotives significantly declined to the minimal per capita levels due to the energy crisis coupled with global economic crisis. Most automakers were thus subjected to huge financial pressures and severe effects due to losses incurred. Toyota Motor Corporation and General Motors are world giant automobile companies that were severely affected and thus require adoption of some promotional strategies to reverse this situation (Biswas., 2007).

The production processes at Toyota Motor Corporation were well defined and the company could produce relatively high quality products and this gave the company a competitive edge over General Motors. The vehicles designed at Toyota Motor Corporation met higher expectations of customer satisfaction because their major focus entailed performance, reliability, quality, utility, price, design, safety and economy. Toyota Motor Corporation also continued to introduce diverse innovative models aimed at achieving success that entailed introduction of ‘Hybrid Luxury Cars’ that were environmental friendly that facilitated  expansion of vehicle range at Toyota Motor Corporation.

Toyota Motor Corporation also made use of differentiated products as well as prices that created significant differences of the Company in automotive market relative to competitors (Biswas., 2007). The drastic growth at Toyota Motor Corporation is the root cause of substantial decline in the sales of General Motors products thus making Toyota the global leader in automobile industry.

General Motors also appreciated the importance of promotion strategy to achieve their goals and objectives. The product of General Motors meet international market standard and segmentation strategy has been adopted targeting diverse groups for their products. The perception of global market according to General Motors is that, only a single market exists. The vehicles produced at General Motors are supposed to meet the needs of diverse range of clients in consideration of cost as well as design and the different age, levels of income, occupation and family. The promotion strategy at General Motors is also inclined to the production of vehicles that are reasonably fuel efficient as well as crossovers. Brands, retail outlets and name plates are significantly reduced at General Motors to make best use of resources accessible to the company as well as growth strategies to maximize on the profitable processes in the company (Biswas., 2007).

Recommend two (2) ways in which a company within the selected product group could use marketing information to differentiate itself in the marketplace to gain an advantage over its competitors. Provide a rationale to support your recommendations.

The current business scenario requires that business enterprises make full use of marketing information to create a sustainable competitive advantage. Proper use of information in marketing drastically reduces the cost, creation of strategies planning and ultimately a sustainable competitive advantage.

The company must consider the use of data, software, hardware, applications, communication as well as people the use of marketing information in the company helps in Making management issue to be effective and efficient while integration as well as work progress are enhanced leading to additional benefits to the company (Carmondy, 2004).

Understanding of the world and its clients is one approach that a company could use marketing information to differentiate itself in the marketplace to gain an advantage over its competitors. The company should clearly understand the best approach of dealing with and handling clients so as to reign in supremacy of competitors. Product differentiation is a marked feature in Toyota Motor Corporation that allow the company to share information and facilitate market penetration. This development gives the company a competitive advantage of competitors including General Motors (Zarrella, 2009).

Propose two (2) uses for consumer-oriented promotions that could assist a company in both the short and long term for the product group that you selected. Provide a rationale for your response.

Use of social media is one of the most effective consumer-oriented promotion strategies applicable at Toyota Motor Corporation and General Motors. This can ideally involve production of branded videos that can last for as little as approximately 15 seconds that are posted to Face Book ads. This is aimed at reduction in the cost of advertisements while effectively reaching the targeted audience (Ryan, 2011). The 2014 Tundra, Rav4 and the 4Runner in Toyota Motor Corporation were the company brands that enviably responded positively to this promotion strategy. The videos proved to be economical and effective since clients could access them through their smart phones. Another social media approach involve monitoring social media such as Twitter and Face Book. This is an important promotion strategy that can be applied at Toyota Motor Corporation and General Motors that involved targeting major key words “Lexus,” “buy,” “BMW” and “decide”. Active shoppers of company products are able to be identified and the manner in which they made comparison of company products against the competitor (Ryan, 2011).

Brand loyalty is yet another effective consumer-oriented promotion strategy applicable at Toyota Motor Corporation and General Motors. Brand loyalty involves a situation that a customer repeatedly purchases a product from the same company in preference to other suppliers (Biswas., 2007).  It is an indication of the commitment of a buyer to repurchase or to continue using the company’s brand. It can be demonstrated by recurring purchase or other constructive behavior like the word of mouth promotion and advocacy for the company’s product. Brand loyalty involves built trust in the company’s product, and consumers are not prepared to change behavior against the company’s brand.

Analyze the strategic manner in which the leading company in this product group has made its pricing decisions by using one or more of the four (4) pricing objectives. Suggest two (2) actions that other companies within the same product group may take in order to differentiate themselves and gain a competitive advantage. Provide a rationale for your response.

Pricing decisions at Toyota Motor Corporation can be arrived at through the use of marketing mix which addresses individual elements implicated in sales as well as marketing activities of a product.  The ‘P’s include Product, Price, Place and Promotion (Pierce, John, Richard & Robinson, 2005). These elements are applicable in market segmentation, market targeting as well as product positioning. The first P stands for the product and implies to tangible item provided by the marketer to the consumers in the market. The product must display potential for satisfying and addressing the needs of consumers. Product must meet the right quality and conditions that the consumer desire.

The second P in the marketing mix stands for price, a very vital elements in the marketing mix which entails an important function in production coupled with entire activities associated with delivering the product to the market (Pierce, John, Richard & Robinson, 2005). Price calculation is based on articulate consideration of production cost, advertisement, promotion as well as distribution of the product to retail outlets that clients can access.

The third P involves place, which also entails distribution or sale of the product. The importance of this element is based on the fact that, the product must be delivered to an appropriate place where it will be readily available to the clients. Channeling of the product is an important consideration for customers to access it at the most appropriate time and lowest cost possible. Proper organization of these channels facilitates highest volumes of sale so that highest revenues are generated for maximum profits (Pierce, John, Richard & Robinson, 2005).

The fourth P involves promotion which also implies to marketing or communication to create awareness among the citizens (Pierce, John, Richard & Robinson, 2005). Information concerning a product can only be delivered to customers through promotion and thus this element is highly imperative. The message containing the features and functionalities of the product is delivered through promotion which enables the customer to make an informed decision.

Determine the most effective advertising medium for a company in the selected product category. Support your response with two (2) examples of the effectiveness of the chosen medium.

The most effective advertising medium for Toyota Motor Corporation would involve the use of social networking sites that comprise commissioning a developer to integrate a suitable profile that can potentially direct various ways of interacting with customers (Ryan, 2011).  Social networking site is effective advertising medium as it I capable of providing an avenue where the users can set up a profile that will promote the product offered by Toyota Motor Corporation. Such social networking site best suited for Toyota Motor Corporation is LinkedIn and face book. The use of social networking at Toyota Motor Corporation will smooth the progress of keeping with the contemporary trends in social media industry that keeps on shifting with similar shifts in technology as well as application software. The rate of technological evolution is so fast and even the present technology will be dumped on successful introduction of an innovative technology.

Biswas., T, (2007). Strategic Decision Making Under Uncertainty , St. Martin’s Press

Carmondy, B. (2004). Online Promotions: Winning Strategies and Tactics . California: Bill Carmody

Carter, B. (2012). LinkedIn for Business: How Advertisers, Marketers and Salespeople Get Leads, Sales and Profits from LinkedIn . Ontario: Que Publishing.

Pierce, I., John A, Richard B, & Robinson, J. (2005). Strategic Management: Strategy Formulation and Implementation . Homewood, IL: Richard D. Irwin.

Ryan, K, P. (2011). Social Networking . New York: The Rosen Publishing Group

Zarrella, D. (2009). The Social Media Marketing Book . California: O’Reilly Media, Inc.

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Advertising Strategies

Updated 13 October 2022

Subject Marketing

Downloads 36

Category Business

Topic Advertisement ,  Advertising ,  Strategy

Advertising is a fundamental competitive feature in any business (Maasik, Maasik, and Solomon). It includes making a product appealing enough to attract the interest of the target market. Adverts frequently feature on the television, newspapers, social media, billboards and the internet. An positive advert incorporates emotional and psychological appealing techniques based totally on the preferences of the target market.

Survivor man and son is an advert shot in a forest setting

It begins with a man who looks to be struggling to get across the bushes with no food, fresh water or shelter. After managing to get across several high rocks, he gets to an open vicinity where he finds a stranded boy, his son. The man realizes that he not only has to save himself but take care of his son as well. Therefore, this examines the survival skills of survivor man and his son.

Some of the persuading strategies evident in survivor and son advert include the different camera angles showing various parts of the forest and the man's effort to try to get through it (Borno). Secondly, the background music conveys a pending calamity and danger. Lastly, the lighting in the advert is symbolic (Maasik, Maasik, and Solomon). It is darker when showing dangerous parts of the forest but brightens up when the man meets his son.

The advertisement cuts across all ages

It focuses on the perspective of the young and the old. This aspect appears by showing the age gap between the young boy and his father. They all apply their different levels of knowledge to get through the forest. The advert also uses other strategies like suspense. The start of the movie and the background song captures attention (Borno). It leaves the viewer wondering how the man and his son ended up in that dangerous forest with barely any clothes on.

Borno, Jonluc. "Agenda, identity, and attribution: Consumerism's effect on modern US society." Journal of Multidisciplinary Research 8.2 (2016): 71.

Maasik, Sonia et al. Signs Of Advertising. Boston, MA, Bedford/St. Martins, 2012.

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