Strategy Decision Making in Advertising: Defining the What and Why

In the world of advertising, making strategic decisions is crucial to the success of any campaign. While defining 'strategy' and 'tactics' is essential, understanding the nuances can help you craft effective campaigns that resonate with your target audience. This article will explore the concept of strategy decision making in advertising, explaining the differences between 'What' and 'Why', and how to approach strategy and tactics effectively at different organizational levels.

Understanding Strategy and Tactics

Strategy is often described as the 'What' and 'Why' of an advertising campaign. It involves determining the core elements and reasons behind your campaign's success. On the other hand, tactics are more about the 'Who', 'When', and 'How', focusing on the practical steps to achieve your strategic goals.

While the delineation between strategy and tactics can vary depending on the organizational level, let's consider a scenario where you are a Vice President or Director of a brand – the most senior person directly involved with the ad plan. In this context, your role involves defining the strategic elements of the campaign.

The Core of Your Strategy: The 'What'

The 'What' in strategy decision making encompasses the fundamental aspects of your advertising campaign:

Message: What is the core message you want to communicate to your target audience? Target Audience: Who is your ideal customer, and how do you segment your market? Budget: How much can you allocate towards your advertising campaign?

Clearly defining these elements is crucial for a successful campaign. Each aspect needs to align with your brand's vision and alignment with market trends.

The Heart of Your Strategy: The 'Why'

The 'Why' in strategy decision making involves examining the reasons behind each strategic element. It is a deeper dive into the rationale behind your decisions:

Why will that message help the product? How does your message resonate with your product's unique selling proposition? Why will that target audience respond best? Do you have data or research to support the effectiveness of your target audience? Why is that the right budget level? Is your budget sufficient to support your campaign and achieve your desired outcomes?

By thoroughly considering the 'Why' behind each decision, you ensure that every aspect of your campaign is purposeful and aligned with your broader goals.

Building Your Tactics: The 'Who', 'When', and 'How'

Once the 'What' and 'Why' are established, your focus shifts to the tactics – the 'Who', 'When', and 'How'. These are the practical steps you take to implement your strategy:

Who: Who are the right vendors and partners to collaborate with for your campaign? When: When should your ads run to maximize engagement? How: How do you buy media for maximum efficiency, and how will success be measured?

Effective implementation of your strategy requires careful consideration of these tactical elements. By focusing on the right vendors, timing, and media buying methods, you can enhance the effectiveness of your campaign.

Conclusion: Balancing Strategy and Tactics

Strategy decision making in advertising is a delicate balance between defining the 'What' and 'Why' and implementing the 'Who', 'When', and 'How'. Both are crucial to the success of your campaign. By taking the time to thoroughly define your strategic elements and then carefully planning your tactics, you can create a cohesive and effective advertising strategy that resonates with your target audience and achieves your business goals.

Whether you are a brand director, a marketing manager, or an advertising professional, understanding the importance of strategy and tactics is key to creating impactful and successful advertising campaigns.