Per Simon & Schuster Advertising Assistant Kate Peppiatt, every book the team advertises has a different strategy due to the specific audience they are trying to reach. With children's books, for example, it is adults that are buying the books. This includes parents, teachers, librarians, caregivers, and more. It's important with a children's book ad to not only describe what the book is about, but also clearly demonstrate the value of the book.
For adult fiction such as contemporary fiction, the team will create a strategy around reaching book clubs, and for romantasy, they will create a strategy for reaching readers on BookTok. For trending tropes or topics, the team will research how readers are currently talking about these type of books. They will ensure the advertising copy and messaging is situated to appeal to readers that are already aware of and interested in that type of book. For nonfiction titles, readers are often looking for specific recommendations or areas of expertise, so the team evaluates how they can best situate a book to engage these target readers.