Online Marketing Strategies

In marketing, different creative strategies are used in order to obtain consumer attention and provoke shoppers to purchase or use a specific product. Advertisers use different ways of thinking to create catchy slogans that capture consumer attention. Creative strategies promote publicity, public relations, personal selling and sales promotion.

These ways of thinking are divided into three basic descriptions: Weak strategies, mid-strength strategies and strong strategies. The strategies labeled "strong, mid-strength, and weak are generic phrases used in the text books referenced below to help students understand the intensity of each different type of marketing strategy. Marketing, weak, mid-strength, and strong can be found in television, radio, and magazines/print.

A generic strategy gives a product attribution. An example of this would be how the beef industry chose to market their product. With their slogan, “Beef, it's what's for dinner,” consumers aren't learning anything new about the product. A unique positioning strategy is proving that something about your product is truly unique. This is commonly found when producers take an average product and add a new, unique element to it. An example of Unique Positioning Strategy would be in Crest toothpaste. Crest added the unique feature of Scope in their product to differentiate it from other brands of toothpaste. Making people feel really good about a product is called affective marketing. This is difficult to do, but often humor and an honest character can make affective advertising possible.