The Evolution of Advertising Strategy | Digital Tonto.
Michael Porter, the renowned strategic thinker, says that “Sound strategy starts with having the right goal.” However, what is becoming even more important is choosing the rightkind of goal.
As technology, media and the marketplace evolve, the way we plan needs to adapt and change as well. This is truly one of the great challenges of modern marketing and it requires us to not only think differently than in the past, but also acquire the skills to meet new challenges and grasp emerging opportunities.
To gain perspective, let’s review how we got to this point and then look to what the future holds.
Creative Planning
After World War II, most of the globe went through several decades of seemingly boundless economic expansion. People had ever more money to spend and business expanded to satisfy the demand. It was the dawn of the branding age and marketers strove to make their products popular with consumers hungry to join the consumer culture.
It was also an era of mass media. There was a limited amount of TV stations and programming was geared to mass audiences. Popular broadcasts likeThe Ed Sullivan Show in the US could reach more than 50% of the population, so getting your message out wasn’t a problem. Consequently, strategy revolved around what the message should be.
In this environment,“the big idea” was at the center of planning. Advertising pioneers such asDavid Ogilvy andLeo Burnett developed powerful brand images and media was generally chosen to suit the creative concept. Media departments were widely seen as “gorillas with calculators” who were not central to the strategic process.
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