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Advertising strategy

Advertising strategy refers to the strategy by which the company accomplishes its advertising objectives. It consists of two major elements: creating advertising messages and selecting advertising messages and selecting advertising media.

In the past, companies often viewed media planning as secondary to the message-creation process. The creative department first created good advertisements, and then the media department selected dn purchased the best media for carrying those advertisements to desired target audiences. This often caused friction between creative’s and media planners.

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