In the Advertising world, the creative process looks like this: Strategy > Concept/

Idea > Art direction/copy > Execution. The Strategy is at the forefront of the en-

tire process. And It is transformed into an approach, based on market research

and insight as to how a product or service will be positioned/repositioned. After

reading The Advertising Concept Book by Pete Barry, the following pages outline

17 different strategy for killer ads.

17 STRATEGIES TO GREAT ADS

1. Before and After Strategy

This common strategy is basically :”show life without he product, show life with the product.” The subsequent idea and execution that comes from this strategy is usually a negative visual (without the product) followed by a positive one (with the product).

2. Before Only Strategy

The “After” is simply the product name/logo and tagline. The idea is to let the customer figure out the “after” stage themselves, without having to see it.

3. After Only Strategy

There are many advertising ideas belonging to this category, this is the easiest method to demonstrate the benefit of the products, or in other words, “life with the product.”

4. Advice / Knowledge Strategy

The advice strategy creates a positive image in the mind of the consumer. This is a lateral, “we can help you” approach, usually expressed through the benefit. And also demonstrate how a quality product of service is.

5. Empathy Strategy

This approach demonstrates how empathetic the client is toward the consumer. It demonstrates to the target audience “We understand and care about you and/or your relationship with the product.”

6. Demonstration Strategy

A new, clever way to demonstrate the product benefit can actually be the most engaging, direct form of communication. It is the purest form of strategy focusing solely on ways to show the product benefit explicitly via a “demonstration”.

7. Testimonial Strategy

Testimonial advertising can exist as early on a the strategy stage, or it can be deduced later, during the concept stage. This approach uses a famous or non-famous consumer to report their positive experi-ences with the product or services. It is very common in fashion and traditional product ads.

8. Heritage Strategy

This is an effective strategy because no two company histories or backgrounds are the same: each story is so unique.

9. Owner or Staff Strategy

Using the client or owner in the advertising can be hit or miss. The benefit is its down-to-earth integrity, since he or she is the heart and soul of the product.

10. Product Positioning Strategy

In a sense, this is the broadest, most basic type of strategy — simply to position a new or established product in a different way from its competition. One could argue that all good advertising should adopt this strategy, with or without an additional, more specific strategy.

11. Product Repositioning Strategy

If a current product is losing money despite a healthy advertising budget, the product may need to be repositioned itself — switch from the original positioning due to an unexpected shift in the market.

12. Competitive or Comparison Strategy

All clients compare themselves to their competition to a greater or lesser degree. This strategic ap-proach can make either an overt or subtle reference to any differences between products in the actual advertising, rather than merely keeping it within the strategy statement.

13. Challenge Strategy

This is the “have you got what it takes?” strategy. Some brands need to persuade people to do some-thing, rather than buy something. One possible strategic approach is to challenge the consumer, to see if he or she is right for the “product” or service.

14. Negative to Positive Strategy

This strategy turns a boring or negative perception about a product/brand/market into a positive one, usually by adding an extra thought or clever argument.

15. Logic Strategy

This strategy express in the form of logical thinking,

16. Price Strategy

This strategy turns the boring price into a positive observation.

17. Honesty Strategy

The honesty strategy is one that runs through the idea, executions, and tone of voice. It means self-honesty (about the product) rather than honesty about another related or unrelated subject. If doing it well, the honesty approach is refreshing, disarming, down to earth, and often humorous.