.:: From Strategy to Communication
The success of a commercial campaign mainly depends on two factors:
- what we have analysed and decided (strategy);
-
the way we choose to communicate it (tactics).
.:: What can advertising actually do.
A good campaign must persuade the public of the product value or even engender a real need for it.
A good campaign can:
- develop a new attitude in the public (especially when the product is unknown or a limited number of people have a genuine opinion on it),
- consolidate an attitude to the product (in order to avoid the shifting to other competitors of users who are already acquainted with the product and appreciate it),
- change the attitude to the product, the service or the brand itself
(when the consumer has not got the attitude to the product we would like him to have).
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