the.com/advertising strategy
the art of deciding what to say before you say it loudly.
means the plan behind an ad campaign that determines who you're targeting, what you're promising them, and why they should care.
from emerged as marketing matured beyond just making ads to making the right ads, formalized mid-1900s when agencies like Ted Bates realized creative without a clear positioning was just expensive noise.
predatesthe actual ad, always, or it should
famous frameworkunique selling proposition, coined by rosser reeves
common failureskipping straight to clever, no strategy underneath