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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.
Role Map demonstrates how consumers connect with newspaper advertising across the six strategic roles.
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The Public Agenda strategic role raises an important issue or cause. See 2009's strongest performers in this role.
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The (Re)Appraisal role encourages people to think differently about a brand, store, issue or cause. See 2009's strongest performers in this role.
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Affinity advertising gives people a good feeling about a brand, store, issue or cause. See 2009's strongest performers in this role.
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Conveying Information advertising gives people more information about a brand, store, issue or cause. See 2009's strongest performers in this role.
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The Call to Action role gives people a reason to buy, use or find out more about a brand, store, issue or cause. See 2009's top performers in this role.
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The Extension strategic role is used to remind people of the TV advertising for a brand, store, issue or cause. See 2009's strongest performers in this role
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Examples of the six strategic roles utilised by finance sector advertisers in newspapers.
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