In developing marketing advertising strategy, marketing and advertising are often seen as closely related, but they’re vastly different. Depending upon the company, marketing management is usually concerned with achieving overall sales and profitability. Advertising is responsible for creating a communication program to build awareness and stimulate purchase. But advertising is just one of several marketing tools available to consumer product marketing team to drive sales.

At the MarketingWise Group, we have worked with five global ad agencies on three continents, specialists in marketing advertising strategy, to create some of the most memorable and most impactful advertising in the industry.

Marketing management’s responsibility in the creative message development process includes a concisely written creative brief that establishes:

• purpose for needing new creative
• a brand’s unique selling proposition
• acceptable “tone and manner”
• desired target audience
• expected outcome

Marketing and advertising joint responsibilities in marketing advertising strategy include:

• preparing the brand creative brief
• reviewing multiple advertising concepts against that brief
• determining which concept/execution:
   - clearly communicates the name and proposition
   - is the most unique and most memorable
   - is consistent with the brand positioning
   - and critically … the most motivating

These marketing advertising strategy objectives are all measurable. We have the research expertise to assist in pretesting message strategies and executions.

Media:

In addition to developing message strategies and tactics, the marketing advertising strategy management team must jointly determine the best media mix and most efficient spending/weighting to achieve the desired impact levels against target audiences.

Not all creative is suited to all media. Early in the creative process, both marketing and advertising teams need to agree on the desired media (i.e., the Internet or billboards, etc.)

The MarketingWise Group will help your marketing advertising strategy team create highly memorable and motivating advertising to profitably grow your business.