Developing an advertising strategy or even a single advertising campaign is not as easy as it may seem at first glance, therefore it is usually handled by specialized advertising agencies and media agents who work in close relationship with the client's marketing executives.
Types of AdvertisingAdvertising can be Above the Line (ATL) or Below the Line (BTL). ATL advertising comprises TV, magazines and newspapers advertising, while BTL covers outdoor billboards, printed flyers, product placements, special events, product launch celebrations, sampling, in store tasting and many other similar activities.
Apart from this classical forms of advertising, there are two other types that gained an important momentum over the past ten years: internet and e-mail advertising.
The Characteristics of Good AdvertisingThere are many schools that bring to the table their own definitions of what a good advertising campaign is. One of the most popular models is AIDA, which stands for Attention, Interest, Desire, Action, and which basically states that a piece of advertising is good when it manages to attract consumers' attention, to raise their interest in the promoted product, then to induce them the desire to buy it, and in the final stage to determine them go out and buy the respective product.
Another model, the ABC, stands for Attention - Branding - Communication, trying to captivate the attention of people exposed to the advertising, then to make them establish a clear link between the respective advertising and the brand, and finally to communicate them what are the benefits of the product.