ADVERTISING INTO THE FUTURE
As with most things in our society, advertising and media have undergone some major changes over the past decade. With the wide spread use of the internet and other newer forms of media, those in the field of advertising are having to change and evolve their advertising to not only meet their target demographic, but to also adapt to the media in which the advertising is going to be presented.
The good news is that some of the advertising strategies remain the same and so it is important to have an understanding of the different levels of advertising strategies before looking at advertising in the advanced media of today.
WEAK STRATEGIES
These strategies were more commonly used in the 1940′s and the two most common forms are the generic and the pre-emptive strategies.
Generic strategies are those that give product attributes, without presenting the public with any new information about the product. On the other hand, however, a pre-emptive strategy is one that can make their product seem strong, by giving attributes to their product, that all products of their kind have, and yet making it seem special to only their brand. A good example of this is “Folgers Mountain-Grown Coffee.” It makes it seem special and yet all coffee is grown in the mountains, so this is really not something that makes Folgers special, but just makes it seem special.
MID-STRENGTH STRATEGIES
These types of positioning strategies have to do with brand and image positioning. A positioning strategy is one that proves something that is truly unique about a product. This can either happen when a brand new product hits the market, or if the makers of a particular product do so with a unique twist to other products in its genre. The problem with this type of marketing strategy is that other manufacturers are bound to jump on board if an idea is good enough, and thus will steal the uniqueness from a product that is being marketed from this perspective.
Brand Image is another way many companies advertise. There is no rational thinking in this form of advertising. The most common way to accomplish this is by using a celebrity to advertise your product.
STRONG STRATEGIES
Affective and resonance advertising are two strong advertising strategies. These types of strategies make people feel really good and comfortable about a product or service that a company provides. This is known as affective advertising and tends to be very effective.
Resonance advertising tends to use people whose lives you can truly relate to in order for the consumer to relate to them as if they were themselves, or the person next door.
ONLINE ADVERTISING
Now many who are well versed in the fields of marketing strategies and such will tell you that the information listed above is important and imperative to your marketing campaign. You may find some of the above marketing strategies interesting, even helpful, but the internet world of advertising is a whole different ball game.
If you want to be successful in your internet ventures, then really the only way to accomplish this is through good exposure. The internet is filled with all sorts of miscellaneous junk, and millions of other businesses, products and services to choose from, so the only way that you can truly guarantee your success is through a strong advertising campaign, preferably directed by an SEO company who knows the field and knows how to get you the exposure you need to help your business grow.
SEO or Search Engine Optimization, is truly a service that no successful internet business can do without. You can have the best marketing strategy, the best product, the best site and the best price, but if the customers can’t find you on the world wide web, then they won’t ever find out what you have to offer. This is honestly why even so-so businesses can do well on the internet while other excellent businesses fail, it is all about knowing when, where and how to spend your time and money, and getting exposure for your website needs to be the primary focus. It is a new world, filled with new challenges. The purpose of this site is to help you be better informed about your marketing options and choices.
