Situation Analysis – Where Do We Stand?
The first phase of an advertising concept is the situation analysis. Before specific advertising measures can be planned, the current situation of the company, the market, and the target audience must be analyzed.
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Where Do We Stand?
During the situation analysis, all relevant information is collected and evaluated. It forms the basis for the next steps in the advertising concept.
The following areas should be analyzed:
- Company
- Product / Service
- Market
- Competition
- Target Audience
- Previous marketing and advertising measures
SWOT Analysis
A well-known tool for situation analysis is the SWOT analysis. This involves examining internal and external factors:
- Strengths
- Weaknesses
- Opportunities
- Threats
Strengths and weaknesses relate to the company or product itself. Opportunities and threats, on the other hand, arise from external influences such as the market, the competition, or societal developments.
Target Audience
A particularly important part of the situational analysis is defining the target audience. The more precisely you know who you want to reach with your advertising, the more effectively you can plan subsequent advertising measures.
Questions such as the following can help:
- Who are our customers?
- What do they need or want?
- Where do they spend their time?
- What media do they use?
- How do they make their purchasing decisions?
One way to define the target audience even more specifically is to create a persona.
The Initial Situation at a Glance
