Advertising Strategy: Theoretical Principles And Classification

The article analyzes the basic definitions of the concepts "strategy", "marketing strategy", "communication strategy", "advertising strategy" and highlights approaches to understanding them. This is determined by the fact that the strategies have a complex hierarchical interrelated structure that includes corporate, competitive, functional, resource, product, and other strategies. For efficient operation, industrial enterprises need interaction of strategies at all the levels. The analysis revealed that advertising strategies in the industry are designed to determine what meaning advertising should provide a product with to make a potential buyer prefer it to other competing products on the market. The elements of advertising strategy for products of industrial and technical applications were studied and based on them the sequence of the following stages of promotional strategies was selected: defining the goals of the advertising strategy and the target audience; identifying the consumer need for the products; determining whether the characteristics of the product meet the target audience goals; analyzing the advertising of competitors; developing the products advertising concept; defining the essence of the advertising messages; selecting the advertising communications channels; determining the advertising budget. A distinctive feature of this sequence of stages of advertising strategy formation is taking into account the interests of consumers and capacities of businesses that manufacture products for industrial and technical purposes. Therefore, in order to harmonize the interests of consumers and businesses it would be appropriate to include an advertising strategy stage aiming to determine whether the product characteristics meet the target audience goals. The article specifies the following classification attributes of the promotional strategies: conformity of consumer interests and business opportunities, the level of product innovation and the advertising object. In addition, the article proved that a properly chosen advertising strategy makes it possible to reasonably and efficiently spend the advertising budget on the selected advertising media. Based on the study a conclusion was drawn that setting goals and choosing strategies on all the levels is one of the most important decisions taken at an industrial enterprise.