An ads concept is a document where marketing analysis and researches turn into a substantiated hypothesis of successful promotion of a business, product or service.
The analytical part of a concept includes:
- Business positioning analysis for researching product or service and discovering client's market positioning.
- Competitor analysis – competitor marketing activity monitoring shows which ads are successful and which are not;
- Consumer analysis – by defining buyer personas we discover target audience to meet their needs and wants in our ads communication.
The written strategy is necessary to be able to take coherent steps during advertising campaigns.