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With these concrete objectives, the following elements of the advertising strategy need to be considered: target audience, product concept, communication media, and advertising message. These elements are at the core of an advertising strategy, and are often referred to as the "creative mix." Again, what most advertisers stress from the beginning is clear planning and flexibility. And key to these aims is creativity, and the ability to adapt to new market trends. A rigid advertising strategy often leads to a loss of market share. Therefore, the core elements of the advertising strategy need to mix in a way that allows the message to envelope the target consumer, providing ample opportunity for this consumer to become acquainted with the advertising message. 确定了这些具体的目标后，广告战略还需要考虑以下元素：目标观众，产品概念，传播媒介和广告词。这些元素作为一个广告战略的核心，通常要“创造性的整合”。此外，大多数广告人最初的重点是清晰的计划和灵活性。而实现这目标的关键就是创新和能够适应新市场趋势的能力。一个过于死板的广告策略将导致市场份额的减少。因此，广告策略的核心就是需要让所要的信息能传达到那些目标顾客中，为这些顾客创造更多的机会，使他们能够有机会接触这些广告信息。