The advertising campaign is a set of coordinated advertisements.
These ads are conveyed through one or more paid media channels.
Based on an advertising campaign, there is the creativity of those who carry it out.
An advertising campaign is more effective compared to uncoordinated ads because all messages communicate the same idea and aim at the same objective.
Types of Advertising Campaigns
The advertising campaign is divided into different types based on the vehicles and means used:
- Single-medium: an advertising campaign conveyed through a single medium;
- Multimedia: an advertising campaign that involves a media mix;
- Single-subject: namely, the repetition of a single advertisement;
- Multi-subject: it uses different messages that are interconnected to promote the product.
Furthermore, there is the launch campaign that introduces the product to the market and creates its own target audience, and the maintenance campaign which allows to support a product throughout its life cycle.
Strategies of an advertising campaign
The goal of an advertising campaign is to maintain long-term product recall.
Designing an advertising campaign is not an easy job but it's not impossible either.
Firstly, a briefing is organized, which is a meeting of all the creatives, the executive, and the account of the advertising agency.
The briefing agrees on all the objectives to be achieved with the advertising campaign: the budget, the target, and so on.
After the briefing, the creative agency creates and produces the message to be spread and the media plan.
The media center, however, takes care of conveying the message with the most suitable medium or vehicle, with the most appropriate frequency.
Finally, the performance of a campaign and its effectiveness are evaluated.
Classification of an Advertising Campaign
- Visual: through the use of a testimonial, or a visual element that immediately stands out to the consumer;
- Auditory: when the same message is spread across different media;
- Slogan: which aims to be easily memorable;
- Style: the language and type of communication used for promotion.
Finally, it is important to analyze the product and the audience you want to reach in order to plan a targeted and effective strategy.
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