Advertising is a unit that a company needs to survive, just like the basic needs a person needs to survive. The advertising industry, which has reached an incredible size with today’s technology, has determined almost every place as its usage area. Every area where people look, hear and touch has become the area to be used for a company’s vision, mission or message.
Considering that the mobile world is a place where more time is spent than the real world and the vast expanse of the virtual world, the internet environment has become a very important share of the advertising industry. Naturally, such a vital issue has created many job opportunities and meant more working hours for working experts. If the audience you want to reach with advertising is reached correctly, it can become a strong brand. At this point, brand research has a very important place.
Advertising and Strategy research
Strategy research refers to all the methods and ways used to achieve the goal. Advertising, in its crudest terms, means announcing the company’s idea, products, purpose or simply its existence to the audience. The ways and methods determined for advertising also take the meaning of advertising strategy. Undoubtedly, it is necessary to determine a correct and effective strategy in order for the advertisement to achieve its purpose . In this regard, it is essential to get help from experts and to have a professional company that will not put your business at risk with its knowledge, experience and references. Brand development is achieved through the partnership of advertising and strategy.
What Does It Take to Become a Strong Brand?
Strategy research; To be a strong brand, you need the right and effective advertising strategy. For this strategy, the most basic feature that distinguishes the company from other companies (the attitude it shows towards its employees and the sensitivity in employee preferences, the sensitivity it shows towards the environment and nature, the raw materials it uses in its products, the evidence showing its sincerity in terms of the values it believes in, the areas where the product is used as a necessity, and many other issues. features) must be combined with an accurate and effective advertising method. If the audience you want to reach with advertising is reached correctly, it can become a strong brand. At this point, brand research has a very important place.
Why Is Creativity Important?
Creativity is very important for the advertisement to be impressive, memorable and deeply moving. After the desired target audience is determined, creative thinking is conditioned by conducting the necessary research. There is a difference between a company and an advertisement. If the company is different from other companies but the advertisement is not different from other advertisements, the result will not be successful. Or the opposite of this situation causes loss of reputation in the mind of the consumer after achieving short-term success. The important thing is to establish a connection between the feature that makes the company different and the feature that makes the advertisement different. Creativity is important because the advertisement must attract attention in order to convey the company’s difference to the audience. For advertising strategy, it is necessary to consider these as interconnected.
Determining the Target Audience
Strategy research; The target audience must be determined in the advertising strategy. This audience can be kept as wide as possible, or it can cover a narrow area depending on the characteristics of the company. The important thing is to determine and know this audience correctly . When determining the target audience, there must be clear and accurate answers as to why this audience is selected.
Answers must be sought for many questions such as what needs the products are for, in which areas they require mandatory use, and among which population are these situations requiring mandatory use intensely experienced. The question of where, how and when the product is most useful is very useful in determining the target audience.
Strategy Research Importance
Research is of great importance for the advertising strategy that will ensure the growth of the brand. In order to know the target audience correctly, the information obtained from the research results will be light in the darkness for the advertising strategy. Since the research results of this strategy are based on pure and real information, it will produce more successful results than the path of guesswork. Brand grows with research.
Strategy Research The Importance of Fashion
Although fashion brings to mind the textile industry when first heard, it can be anything that has become widespread over time. Just as an idea can be fashionable, a look, a stance, an accessory or item, a sentence can also be fashionable. Even an old-fashioned product can become retro. In terms of advertising strategy and brand development, it is extremely important to follow fashion closely or come up with an original project that can create new fashion.
Consistency in Vision and Mission
From the first moment you found your company, you need to be consistent in vision and mission between your purpose for establishing your company and where you see your company in the future. While this consistency makes you different from other companies, it will also ensure that you have permanent customers who are close to or support your thoughts with your sincerity. When determining the advertising strategy, secret or explicit messages about vision and mission must be given. If you have a contrary opinion on these issues, there should be messages with irony content to indicate this.
Period and Conditions of the Period Should Not Be Forgotten
The period and the conditions of the period must be taken into consideration when determining an advertising strategy. For example, social media, which is widely used today, has made it difficult to consume long articles and videos . Everything needs to be much shorter, clearer and more striking. At this point, creativity needs to be conditioned so that it manifests itself in a short time.
Advertising Shouldn’t Be Just Advertising
The advertisement may only aim to announce its existence. However, this purpose must have a reason. While the structure of the products or the ideas adopted by the company are shown as the main reason for the advertisement, the advertisement achieves its purpose of promoting and announcing. However, today this issue has become quite insensitive for advertising consumers. The purpose of advertising is no longer interesting, it is thought that it is made just because it is advertising. Breaking this should also be included in the advertising strategy. For example, the place where the advertisement is placed has a semantic integrity with the advertisement.
For this reason, a simple logo sticker that does not seem to provide any information about the company may end up giving a message when integrated with the place where it is used. If the sticker is seen in a bus, in a toilet, or in an unexpected place, it will be identified with the area of use and will become eye-catching, perhaps prompting consumer curiosity and research about the company. You will attract attention even with just the logo. The usage area of advertisements is also important for brand development. Because this is what advertising with stickers is also required for. However, following the same path for a television commercial will result in failure. Because television, as an advertising space, is hungry for advertisements that can create a different mark in a very short time.
Brand research is the area where logic and concrete data are used within the advertising strategy. Another area where abstract concepts are used is emotional bonding. In order to establish an emotional bond between the product and the customer, the opinions common in the target audience should be taken into account. A partnership should be established between the target audience and the company on the basis of thought, and products should be no longer ordinary for the customer.