Advertising Methodology (8) - Competitive Analysis

Now it is time to understand the competitors. What options are available to the Target Market?

• Who are the direct competitors?
• Are there other substitutes?
• What are their strategies and brands, strengths and weaknesses?
• What are their market shares?
• Where and how are they advertising, and what are their campaigns?

From this you can determine what the sweet spot is to advertise against your competitors. How and who will you pick a fight with? What is the unique thing that you can claim your product / service is the "only" one?