Marketing
Issue No. 36 - August/September 2007
Tips for advertising strategy
BrandCentral's Managing Partner Julian Martin will take a look at advertising strategies from all angles next month at Marketing Week 2007.
A leading expert in brand development, Julian will draw on his experiences and knowledge gained from working as the CEO or Brand Director in Brand and Communication agencies in Australia, the UK and America. These include Mojo New York, Chiat/Day London and Love Sydney - in which he was a founding partner in each.
The advertising strategies will come under the microscope as Julian explores the epitome of how to create a 'perfect ad strategy'.
Julian said there are ten tips to be considered when creating any advertising strategy.
“The first and most important thing is to be clear on the role for advertising - too often advertising is asked to do too many jobs badly rather than one job well. Always start by asking, what is its role in the whole marketing mix,” he said.
“Without distinguishing the role of advertising and what is trying to be achieved from the process there will never be grand results.”
Julian says the secondary factor is to speak to someone, not everyone. Always have a bullseye target audience - the one that matters most, the mythical single person who you are writing to.
“Without having a target audience for the advertising the messages become lost - but by distinguishing who you want to speak to you can begin targeting your campaign to reach them,” he sai...
