disciplines / Advertising

When any purchasing decision is made, the buyer makes a mental shopping list. Getting on that list is achieved by 'front of mind' positioning. Whilst all marketing activity is about this positioning, advertising is probably the most overt medium employed to achieve it.

Different types of campaigns will achieve different objectives. Corporate advertising helps position the company within its market; product advertising conveys a particular product's features and benefits. Both need to present the brand and business in a strong and consistent way.