Effective advertising strategies for your business

134 Pages·2014·1.3 MB·English

by  Cong Li

THE BUSINESS Effective Advertising Strategies L Marketing Strategy Collection
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EXPERT PRESS
for Your Business Naresh Malhotra, Editor
DIGITAL LIBRARIES
Cong Li
EBOOKS FOR
As the media landscape has evolved over the past few
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The Digital Libraries are a Cong Li is an Associate Professor in Advertising at the U
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comprehensive, cost-effective University of Miami’s School of Communication. He B Cong Li
way to deliver practical received his PhD in mass communication from the Uni- U
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treatments of important versity of North Carolina at Chapel Hill. He also holds a IN
business issues to every master’s degree in mass communication from Kansas ES
student and faculty member. State University and an MBA in international business S
from the University of Miami. He has published in a
number of scholarly journals inside and outside the com-
munication discipline, and has won the top paper award
For further information, a
at national advertising and communication conferences
free trial, or to order, contact: 
several times.
[email protected]
www.businessexpertpress.com/librarians Marketing Strategy Collection
Naresh Malhotra, Editor
ISBN: 978-1-60649-868-2
www.businessexpertpress.com www.businessexpertpress.com
Effective Advertising
Strategies for Your
Business

Effective Advertising
Strategies for Your
Business
Cong Li
Effective Advertising Strategies for Your Business
Copyright © Business Expert Press, LLC, 2014.
All rights reserved. No part of this publication may be reproduced,
stored in a retrieval system, or transmitted in any form or by any
means—electronic, mechanical, photocopy, recording, or any other
except for brief quotations, not to exceed 400 words, without the
prior permission of the publisher.
First published in 2014 by
Business Expert Press, LLC
222 East 46th Street, New York, NY 10017
www.businessexpertpress.com
ISBN-13: 978-1-60649-868-2 (paperback)
ISBN-13: 978-1-60649-869-9 (e-book)
Business Expert Press Marketing Strategy Collection
Collection ISSN: 2150-9654 (print)
Collection ISSN: 2150-9662 (electronic)
Cover and interior design by Exeter Premedia Services Private Ltd,
Chennai, India
First edition: 2014
10 9 8 7 6 5 4 3 2 1
Printed in the United States of America.
Abstract
As the media landscape has evolved over the past few years, especially with
the emergence of interactive media and social media, the philosophy of
advertising is significantly changing. Most businesses realize that the days
when they relied on three national networks (ABC, NBC, and CBS) and
a few national newspapers to advertise are gone; thus, they begin to find
alternatives to standardized advertising. Many of them begin to adopt
more individualized advertising approaches, empowered by the Internet
technologies.
Although a few high-technology companies—such as Google,
Facebook, and Amazon—are showing success in delivering individual-
ized advertising messages to consumers, this approach (including both
personalization and customization) is not suitable for all businesses. The
problem is that many companies don’t know what strategy is the best
for their business. The purpose of this book is to describe in detail and
discuss the pros and cons of each of the three fundamental strategies of
advertising: standardized, targeted, and individualized. The importance
of collecting consumer insights and incorporating those insights into
advertising messages will be highlighted. No single strategy is absolutely
more effective than the others; however, here you are given a real strategy
based on a scrutiny of the value proposition of the business and expecta-
tions of consumers.
Keywords
advertising strategy, customization, individualization, personalization,
standardization, targeting

Contents
Chapter 1 How Does Advertising Function in General? ..................1
Chapter 2 What Are the Three Advertising Strategies? ...................19
Chapter 3 H ow Does Standardized Advertising
Strategy Work? .............................................................31
Chapter 4 How Does Targeted Advertising Strategy Work? ...........43
Chapter 5 H ow Does Individualized Advertising
Strategy Work? .............................................................55
Chapter 6 How to Gather Consumer Insights for Advertising .......67
Chapter 7 H ow to Incorporate Consumer Insights
Into Advertising............................................................79
Chapter 8 H ow to Integrate Different Advertising
Strategies Together ........................................................91
Notes..................................................................................................101
References ...........................................................................................109
Index .................................................................................................121

CHAPTER 1
How Does Advertising
Function in General?
This opening chapter broadly describes the philosophies and practices in
the advertising world. It also explains several key terminologies widely
used in the advertising industry. Specifically, it answers the following
questions:
• How is advertising commonly defined?
• How has the Internet changed the advertising business in
general?
• Why is advertising a combination of strategic thinking and
creative work?
• How should an advertising campaign be executed?
• How should an advertising campaign’s effectiveness be
measured?
What Exactly Is Advertising?
Traditional Definition
Since this book explains how to select and implement an effective adver-
tising strategy, the first thing that I need to do is to define what advertis-
ing is or what, in my opinion, advertising really means. This is not an easy
task, at least it is not as easy as it sounds. The truth of the matter is this:
Most people encounter hundreds or even thousands of commercial mes-
sages per day, and the definition of advertising is largely subject to each
person’s individual experience. As seen in an article published in the Jour-
nal of Advertising,1 numerous definitions of advertising, given by differ-
ent textbooks, dictionaries, trade organizations, and government agencies