Positioning, Advertising Plans, and the Ad Itself 

Positioning:

• Positioning is all about setting your business apart from the competition.
• You want your ads to stand out!
• Cox Media Group's FREE Marketing Strategy Model session helps businesses come up with a successful marketing plan and position yourself correctly
• Come up with an USP (Unique Selling Proposition);  Ex: Gleem toothpaste

Questions to Think About...

1. Are you unique?  If so, in what way?
2. Are you better at what you do than your competition?  If so, what makes you better?
3. Can you demonstrate what makes you different or better?
4. Is there quality/value in what you do?
5. Do you provide value?   Are you reliable?  Can you express it in 20 words or less?
6. Does your company have integrity?

Building a Successful Advertising Plan:

1. What do you have to say that matters to your customer?  (Answer the customer's question, "What's in it for me?")
2. Can you say your message persuasively?
3. Are you speaking directly to a real need?
4. How long is your time horizon?
5. What's the urgency of your message?
6. How long is the purchase cycle?

The Ad Itself:

• Determine what type of ad will generate the most interest in your product/service
• What do you want your ad to highlight?

4 Main Types of Ads:

1. Category-Specific Ads: Written broadly to fit every advertiser in a category.  It's a generalized template.  Not recommended.
2. Franchise Ads: Help build brand.  Brand attraction. Often succeeds (Ex: Subway)
3. Product-Specific: Only about product, not retailers.
4. Store-Specific: Guaranteed good advertising.  Doesn't work for everyone since it's store-specific.

• Choose one ad that will work for you!