What is an advertising strategy? What should it look like?
Dla biznesu
9 July 2025
If you're running your own business, you're surely keen to ensure that the advertising you create is effective and makes your business as profitable as possible. In order to do this, you need a well thought-out strategy that you can put into practice and monitor the results. Read on to find out what an advertising strategy is, what it should contain and what should guide you in developing such a marketing plan.
What is an advertising strategy?
We are all recipients of advertising. Various types of promotional material are present at almost every turn and in every area of our lives: on the street they appear in the form of billboards or posters, and on the Internet we are confronted with video ads, text ads and even marketing material embedded in games. It is difficult to imagine watching a film on television without seeing advertising material. Cinema, press and, of course, radio are also not free of adverts. Even the apps we install on our smartphones are increasingly being used for promotional purposes.
As you can see, the range of available communication channels and platforms in which it can be found advertisement There is a wide range. The choice an advertiser makes depends on the target group it reaches, but also on the possibilities and limitations regarding, for example, the format of the material. Of course, modern brands do not focus exclusively on one type of advertising. On the contrary: in order to effectively reach the widest possible audience and stimulate sales in the most efficient way, they use many pieces of this complex puzzle. However, these activities cannot be accidental and it is precisely for this purpose that an advertising strategy is developed.
The definition is relatively simple: it is a plan of action outlining how a brand will promote its products or services in order to achieve specific marketing objectives. Advertising strategies are an integral part of a company's overall marketing strategy. In doing so, they refer comprehensively to all advertising activities undertaken by a company. A key element of an advertising strategy is to ensure consistency and coordination of activities so that the advertising message is effective in all phases of the sales funnel and in line with the brand's communication strategy.
Advertising strategy - elements
A company's advertising strategy should clearly identify the most important issues regarding advertising activities in different time frames. It can also be part of a broader marketing strategy. However, it is not just a plan for a specific advertising campaign; it should have a much broader application. It is a framework document to support planning and facilitate the implementation of subsequent campaigns. In doing so, it should be consistent with the communication strategy.
There are different types of advertising strategies tailored to the unique circumstances of a particular business. In each case, however, it is worth paying attention to these basic elements to help you create a complete advertising strategy:
- Target group: all advertising materials created by the company must be tailored to the needs and expectations of the target group, which should be comprehensively described in the marketing strategy. However, it is useful to re-organise the information you have at your disposal, such as demographic characteristics and purchasing habits.
- Advertising objectives: then identify the specific objectives you want to achieve with your advertising. Obviously, the strategy in advertising should include differentiated steps leading to the ultimate goal of increasing sales and profits. Building brand awareness, attracting new customers and encouraging repeat business for your company also play an important role. Distinguish the different areas of action and stages of your advertising strategies, and then assign the appropriate advertising formats and types of accompanying marketing activities to them.
- Advertising budget: in the case of periodic plans, indicate the budgets available for advertising campaigns, including a breakdown of funds by type of advertising. If you specify, for example, which funds you will allocate in a given period for online advertising, it will be easier to manage the budgets for specific advertising campaigns. Of course, this aspect also determines how much a marketing strategy costs.
- Advertising media and channels: identify the platforms and communication channels that will allow you to reach users most effectively at each stage of your marketing efforts. You have online advertising at your disposal, but also many traditional advertising formats.
- Advertising message: advertising message strategy is a very broad area, the shaping of which must be in line with the communication principles of the brand as a whole. At the general planning stage, it will be necessary to develop general assumptions that should guide both your staff and, for example, the specialists at the marketing agency you are working with when conceptualising subsequent advertising campaigns.
- Measuring results: any advertising you decide to invest in should be carefully monitored. In your company's advertising strategy, identify metrics and indicators of success to assess the effectiveness of specific activities.
- Description of processes: in the document you can also describe in detail the procedures to be taken into account when planning future advertising campaigns. In this way, it can serve to raise awareness and knowledge among employees and minimise the risk of mistakes that could affect the company's image.
What objectives does the advertising strategy have?
An advertising strategy, like other documents created to improve the operation of a business, has the primary objective of increasing a company's profits. Of course, for this to be possible, certain milestones need to be achieved, such as:
- standing out from the competition,
- optimisation of advertising budgets,
- ensuring the consistency of individual campaigns and advertising formats,
- Optimisation of marketing activities in relation to different customer segments, with a particular focus on the different stages of the sales funnel,
- introducing effective and measurable rules for verifying the effectiveness of advertising campaigns,
- streamlining work in the marketing department and introducing clear procedures for the creation of advertising material,
- Effective acquisition of new clients and building strong relationships with existing clients.
How do you build an advertising strategy?
It will not be possible to create an advertising strategy without gathering some data. Pay attention in particular to:
- Business objectives: in order to manage advertising appropriately, you need to identify the needs of the business and the stage it is at. A different strategy will be suitable for start-ups that are keen to build brand awareness, while a different strategy will work for established businesses that are, for example, interested in marketing a new product or whose problem is low customer loyalty manifested by high churn.
- Target group: you will also need a detailed analysis of your target group taking into account their unique needs and expectations.
- Competitor research: another important factor is the analysis of the competition, including the advertising strategies they use, the branding and their strengths and weaknesses.
- Industry trends: in order to create effective advertising strategies, it is essential to understand trends and changes in both the marketing world and the industry in which your company operates.
- Opinion and market research: analysing market research, surveys, customer feedback and other sources of information to provide insights into customer needs and preferences will help you shape an effective marketing strategy.
- Metrics of success: an important factor is to define the metrics and indicators of success that will be used to assess the effectiveness of advertising campaigns.
- Brand communication strategy: it will not be possible to define the message of your advertisements if you do not first develop a brand communication strategy. All types of communication relating to your company and the services it provides should be subordinate to it.
Based on this information, you will be able to develop good baseline assumptions and match them with the basic elements of the advertising strategy mentioned earlier.
Examples of a good advertising strategy
A good advertising strategy is, of course, one that is effective and allows the company to generate tangible profits. In today's market, it is in most cases a multi-channel effort that takes into account diverse communication formulas. This makes it possible to both effectively build brand awareness and nurture its reputation, and to carry out sales activities.
How does such an advertising strategy manifest itself in practice? An example often cited by experts is one of the most famous advertising campaigns in history, the legendary 'Just Do It' campaign by Nike. Today, this slogan is widely known around the world and is directly associated with the famous sports equipment manufacturer. However, the campaign itself was launched in 1988 and brought together professional athletes on the one hand and amateurs on the other, who shared their achievements. The brand succeeded in engaging the audience and getting them to interact. Despite the passage of years, Nike's advertising strategy is still based on similar principles. Consistency and consistency are paying off, as market analysts agree that Just Do It is one of the most profitable and recognisable campaigns in history. A similar position was won by Dove's 'Real Beauty' campaign, which launched in 2004. The brand decided on the bold move of replacing professional models with women representing different social groups. Highlighting imperfections became a hit, which found many imitators.
Why create an advertising strategy for your business?
Brand promotion requires good planning and a high degree of consistency. Otherwise, the effectiveness of the activities can leave a lot to be desired and, in some cases, mistakes can also cause an image crisis. What are the benefits of implementing an advertising strategy?
- Clear objectives: a good strategy helps to define the objectives the company wants to achieve with its advertising and how it will do so. This ensures that marketing activities are targeted and directed towards a specific result.
- Better client relationships: putting a coherent strategy in place is a great way to attract clients and build good relationships with those who already use your services.
- Precise targeting: the advertising strategy is based on the identification of the target group and makes it possible to focus on audiences who are willing to buy the product or service.
- Save time and resources: developing a strategy allows you to use advertising budgets and resources efficiently. You avoid wasting resources on ineffective activities.
- Consistency of message: with an advertising strategy, your company can maintain consistency of message across channels and stages of the funnel. Recipients will be able to identify your brand, which contributes to building a positive image.
- Better budget allocation: the advertising strategy identifies which media and advertising solutions are most effective for achieving specific objectives.
What is important: the advertising strategy can take different forms. On the one hand, you can write it down in the form of a text file; on the other hand, a form of presentation that allows easy sharing of information and, for example, training of new employees joining your company, will work perfectly.
InPost advertising - learn about our capabilities and integrate them into your strategy
When creating your company's advertising strategy, you must, of course, not forget to precisely define the communication channels and media you will use. You do not have to limit yourself to the classic proposals. There are many more possibilities, and InPost can provide excellent support. There are several cooperation options at your disposal here, which can work well in different scenarios and at different stages of your strategy. You can, among other things:
- Wrap the Parcel Machine with your advertisement and thus gain a unique, superbly located advertisement, which will become an excellent alternative to classic billboards.
- Display your advertisement on the display with which the Parcel Machine is equipped. The reach of such advertising? Up to 4 million recipients per month.
- Banner advertising in the Parcel Manager and InPost app is a great way to showcase your offer to their users.
- Sampling: samples of your products can be found in the caches of the Parcel Machine.
However, this is not the whole offer. Fill in the form below so that our specialist can contact you with a tailor-made advertising offer!
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There are plenty of possibilities:
- Branding on Parcel Locker machines
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- Sampling of promotional products
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