1. home
2. six strategic roles

Six Strategic Roles

This section demonstrates how advertisers can utilise a range of strategic roles to connect powerfully with consumers in newspapers.  

Click on an item to learn more about each of the roles and see examples of newspaper ads that perform strongly against each role, along with more examples of its practical application. 

Introducing Role Map

Role Map demonstrates how consumers connect with newspaper advertising across the six strategic roles. More

Public Agenda

The Public Agenda strategic role raises an important issue or cause. More

(Re)Appraisal

The (Re)Appraisal role encourages people to think differently about a brand, store, issue or cause. More

Affinity

Affinity advertising gives people a good feeling about a brand, store, issue or cause. More

Conveying Information

Conveying Information advertising gives people more information about a brand, store, issue or cause. More

Call to Action

The Call to Action role gives people a reason to buy, use or find out more about a brand, store, issue or cause. More

Extension

The Extension strategic role is used to remind people of the TV advertising for a brand, store, issue or cause. More

Finance Strategic Roles

Examples of the six strategic roles utilised by finance sector advertisers in newspapers. More