Overview

advertising campaign


Quick Reference

An interconnected set of creative executions running across multiple media channels for an extended period of time, with a singular theme and aimed at a target audience. This is in contrast to a single advertisement or a series of individual, disconnected adverts.

There are two main types of media strategy that support an advertising campaign:1A burst campaign is an intensive campaign that concentrates expenditure into promotional ‘bursts’ of three or six weeks in length. Burst campaigns can be repeated periodically and are often used to launch a new brand or product/service.2A continuous campaign allows for a constant but less intensive campaign over a longer period of time. This is often used to reinforce an existing brand.

1A burst campaign is an intensive campaign that concentrates expenditure into promotional ‘bursts’ of three or six weeks in length. Burst campaigns can be repeated periodically and are often used to launch a new brand or product/service.

2A continuous campaign allows for a constant but less intensive campaign over a longer period of time. This is often used to reinforce an existing brand.

There are several stages of a finite advertising campaign: Development of an overall positioning strategy to give focus and consistency to the advertising campaign. Often the campaign will be given a theme or a slogan at this stage. Detailed research on the target audience. Development of an identifiable target audience. Target audience segmentation based upon the detailed market research and planning. Overall positioning programmes of a product or service relative to the overall strategy and the knowledge of the target audience. Setting clear and measurable advertising objectives for the campaign, which will later form the basis upon which the campaign's success is measured. Developing a set of core messages relative to the overall positioning platform for the campaign. Sizing and allocation of budget and resources for the advertising campaign (usually within the context of what the client has said that they are prepared to budget for advertising). Writing the creative brief for the campaign that explains what an advertisement or the campaign has as a strategic context, objective, and purpose. It includes the overall objective, desired positioning, the target audience, the core and supporting messages, and the overall desired brand essence and personality. Production of various creative options and copy that bring the creative brief to life. Testing the various options, usually with a representative cross section of the target audience and the client. Selection of the final creative story, artwork, and copy for the campaign. Final agreement with the client on the artwork, copy, and media. Media strategy and selection of the most appropriate media distribution channel and media purchasing. Evaluation of any obligations or constraints in the external environment (e.g. advertising standards or prohibitions of types of advertising, local cultural considerations, competitive activity). Post-campaign testing and evaluation, usually with test groups. Reporting against campaign metrics, based upon the original objectives set.

Development of an overall positioning strategy to give focus and consistency to the advertising campaign. Often the campaign will be given a theme or a slogan at this stage.

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Subjects: marketing.


Reference entries