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Advertising Strategies in a Changing World

Posted by Adwise Group in Dallas-Fort Worth-Arlington, TX on Apr 02, 2008

Advertising strategies are more important today than they have ever been. Used to be it was somewhat simpler - create a good television commercial and buy lots and lots of broadcast media. Even if the strategy wasn't sound, you were still reaching millions of people with your message. You could perfect the advertising strategy as you went. No more!

In the 25 years since AdWise Group was founded as a Dallas advertising agency, the advertising industry has created lots of buzzwords and theories and, let's face it, hype. At AdWise Group, we still subscribe to the same simple but powerful formula that we've been using for 25 years:

• The right advertising strategy
• backed by compelling creative
• driven by superior execution produces
MAXIMUM RESULTS

Right Advertising Strategy
If you are heading in the wrong direction you will never reach your objective. Climbing the wall is great, but are you climbing the right wall? At AdWise Group, we start with a detailed review of secondary research followed, if necessary, with primary research. This primary research may include internet research panels, focus groups or a host of other research techniques. The research helps us understand the trends in your marketplace and the positioning of your competitors. The advertising strategy is then developed top down so that everything is driven with the ultimate goals in mind. This process can be viewed as a pyramid:

Adwise Group

Goal- your general intention (Example: Improve profitability)

Objective- your specific, measurable intent (Example: Increase same store sales by 10%)

Strategy- your methods of approach (Example: Discount prices, advertise, create event promotions, etc.

Tactics- how you fulfill the strategy. (Example: Broadcast advertising, direct mail, Google optimization, etc.)

Compelling Creative
Once we have a clear direction based on a solid, well-researched advertising strategy, we can then develop compelling creative. At AdWise Group, our motto is “wise in the art of persuasion”. This means that we ensure that our creative concepts consider all the relevant drivers of persuasion. We also believe in being vivid and dramatic in our creative executions.

One of the big differences in the current advertising environment versus ten years ago is how important the selection of the correct media has become. No longer can we build a strategy based on television and radio only. Internet advertising in all its forms must be a part of any media plan as should other non-traditional media, such as word of mouth marketing. Our process of developing compelling creative extends to media planning and selection. These concepts not only apply to the Dallas advertising market but to every market, both inside and outside the U.S. market.

Driven by superior execution
Having a solid strategy backed by compelling creative is a must, but they won’t make the desired impact if not executed properly. This is where the advertising business becomes more like a production line or a factory. Quality control, strong procedures and good communication are necessary to ensure that all of the creative elements are executed correctly. This isn’t the sexy part of the business, but it’s where 80% of the real work is done.

Maximum Results
At AdWise Group, we may be a Dallas advertising agency, but our business is persuasion. It’s through well-crafted persuasion programs that maximum results are achieved. In the end, we’re not successful unless you are. While the statistics say that one third of all advertisers change agencies each year, our client base remains steady from year-to-year. This is true only because we consistently deliver the results our clients demand.

For more information call us at 972-418-9600 or visit us at www.AdWiseGroup.com.