Advertising Strategy Statement
Based upon Creative Strategy in Advertising.
Jewler & Drewniany. Wadsworth. 2001. p 80.
A brief description of the product or service.
It should be no more than one or two paragrahs.
Who is our target? Describe in terms of both demographics,
psychographics, and relationship to product/brand.
Where are we in the mind of our target audience?
This is written from the target public's perspective.
Where is our competition in the mind of the target audience?
Remember that the competition is not necessarily the same product or service
as ours, but fills a similar need (e.g. movie theaters and bowling alleys
compete for the entertainment dollar).
Where would we like to be in the mind of the target audience?
This is known as positioning. This is also a desired outcome of our
What is the consumer promise a/k/a "The Big Idea?"
Not a tag line or slogan, but it completes the sentence: You should buy
this product/service because _____.
What is the supporting evidence? Where's your
proof? What will support your "Big Idea?" List the benefits.
example of a strategy statement!
What is the tone of voice for the advertisement?
What approaches and appeals
will you use?
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Updated September 5, 2003