An advertising strategy is a comprehensive plan by which a company achieves its predetermined advertising goals. It represents the logical connection of the message to the media and consists of two main, interrelated elements: 1) Creating advertising messages (developing the creative concept) and 2) Selecting advertising media (media planning and buying).
Developing the message requires finding the right creative concept that will communicate the brand positioning and engage the consumer. Selecting media requires analyzing the effectiveness, reach, and cost of different channels. A successful advertising strategy ensures that the right message is delivered in the most effective and cost-effective way to the desired target audience.
