Advertising strategies: A study on focusing on brands

With the increase of competition and variations of products, the importance given to advertisement by the brands has also been increasing day by day. This situation has brought about the need of advertising strategies which will make the brands applying to advertisements and also advertisers unique in terms of their names. The brands applying to advertisements and advertisers aim to change the costumers' behaviour by addressing the emotions of the costumers by means of these strategies. In the literature review carried out, it is seen that although there are studies on strategy usage of brands in advertising, there are few studies examining all of the strategies used by brands in one body. In this study, it is not only aimed to combine all of the advertisement strategies, but also to examine which of these are mostly preferred. In this research, the advertisements which were granted rewards in Effie Awards Advertising Competition are taken as the medium, and among these advertisements, those which were granted golden, bronze and silver awards are designated as samples. Following the examination, it is aimed to put forward which of the advertisement strategies are deemed worthy of a award, and consequently, which of the strategies are more effective. The research is limited with the brands which have participated in the Effie Awards Avertising Competition, and have been granted golden, bronze and silver awards. In this research where content analysis is used, it has been identified that glocal and direct advertisement strategies have been immensely used; in other words, they have been deemed worthy of an award more than other strategies. Keywords: Advertising, Strategy, Brand, Advertising Strategies