Advertising strategy includes media strategy, product strategy, market strategy and advertising implementation strategy. Advertising strategy refers to the measures and methods taken by advertising planners to achieve the strategic objectives of advertising in the process of advertising information dissemination, and advertising is a mass communication activity that aims at promoting sales and needs to pay a certain fee to spread economic information such as goods or services through specific media.

In the general market of similar goods, enterprises can divide the market into many sub-markets according to the physiological and psychological needs of consumers and their own operating conditions, and then formulate their own marketing strategies and adopt corresponding advertising strategies according to the characteristics of the target market.

Because the market can be subdivided, different strategies can be adopted in market operation and advertising to win over different consumers. According to the market, sales strategies can be generally divided into three categories: undifferentiated market strategy, differentiated market strategy and centralized market strategy. According to different situations, advertising strategies also take corresponding forms: undifferentiated market advertising strategy, differentiated market advertising strategy and centralized market advertising strategy.

Indifferent market advertising strategy is to use a variety of media combinations to advertise the same theme to the same big target market in a certain period of time. Differentiated advertising market strategy is that enterprises use different media combinations to put advertisements with different contents in a certain period of time for subdivided target markets. Centralized market strategy is a strategy that enterprises focus their advertising power on one or several target markets in market segments.