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| Author: | Lyons, J. |
| Title: | Advertising strategy. Plot to murder the competition |
| Journal: | Management Review
1988 : JAN, VOL. 77:1, p.41-47 |
| Index terms: | ADVERTISING COMPETITION CREATIVITY BRAND NAMES |
| Language: | eng |
| Abstract: | The role of the strategy in the advertising process is described. A series of propositions are made to show which is not a strategy. Requirements for making an adequate strategy are summarized. Cases of well-known companies (Volvo, P and G, Pepsi, Campbell) are described and analyzed. The questions to be answered for introducing a new product with success are listed: Is there a crying need? Can the new product superiority be demonstrated? Is the product adaptable? Can the existing product be improved? Is the product extendable? The importance of a right brand name is stressed. Some misconceptions with respect to advertising strategy are discussed. |
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