Advertising strategy refers to various specific means and methods to realize and implement advertising strategy, which is the subdivision and measurement of strategy. There are four common advertising strategies: product strategy, market strategy, media strategy and advertising implementation strategy; The specific application of advertising product positioning strategy is mainly divided into entity positioning strategy and concept positioning strategy; The so-called entity positioning strategy is to highlight the new value of goods in advertisements and emphasize the difference from similar goods and the greater benefits they bring; Concept positioning strategy Concept positioning is an advertising strategy that highlights the new meaning of goods, changes consumers' habit psychology and establishes new concepts of goods.