A strong advertising or promotional strategy will help you get the most out of your media spend by clearly differentiating your business, enterprise or organisation from your competitors.

Developing an advertising strategy means formulating an appropriate and effective proposition that states precisely what your company stands for and tells your target audience or prospective buyers why they will benefit from doing business with you.

This proposition must be believable to your customer base; something you can back up in the way you sell your products or deliver your services.

The process of strategy development is all about taking a step backward and thinking about the bigger picture. It means considering how you want your company to be perceived in six or twelve months’ time, rather than rushing into a short-term ad campaign simply because a given media outlet happens to be offering a special deal.