- To enumerate the imperative elements
- To give some more definitions of what
advertising campaign is all about.
- To enumerate the forms
- To differentiate public relations
to vs. advertising.
DEFINITION OF ADVERTISING CAMPAIGN
Advertising campaign is an attempt to reach a particular target
market by designing a series of advertisements and placing them in various advertising media. The campaign usually has a particular
theme and implemented over a specific time frame. We’ve all experienced these campaigns on our daily life – on improved product,
or just a new spin or the way the company has decided to sell their existing product. The various advertising media can include
everything from radio spots to billboards. An advertising campaign is usually carried out by an advertising agency, this industry
also includes media representativeness – firms that sell advertising space for publications radio, televisions and the internet.
And it also includes display advertisers – businesses that create a design public display adds for use in shopping malls on billboards
etc. and also direct mail advertisers.
An advertising campaign is a series of advertisements messages that share
a single idea and theme which make up an integrated marketing communication (IMC). It appears in different media across specific
time frame. The critical part of making an advertising campaign is determining a campaign theme, as it adjust the tone for
individual advertisements and other forms of marketing communications that will be used. The campaign theme is the central
message that will be communicated in the promotional activities. The campaign themes are usually developed with the intention
of being used for a long time frame but many of them are short lived due to factors such as being ineffective on market conditions
and/ or competition in the market place.
Although public relations and advertising are both very valuable to a company,
they do have their differences. Public relations play a key role in crisis management and in helping achieve consistent internal
and external communication objectives, lending credibility and focusing on a more diverse audience. The ability to reprint
media placements and make it work for direct selling is a very useful tool. A reprint of a third party article is often more
impressive and absolutely more credible than an advertising reprint. Public relations is affordable! We do not incorporate
television or radio into our advertising budget.
IMPERATIVE ELEMENTS OF ADVERTISING
uses a paid communication medium. Advertising gets through the media channels
in reaching to its mass audiences, only when it pays for the space (print) and airtime slots (broadcast) which are usually
by an Identified sponsor. There must always be a business name behind the advertisement.
only promotes and does not move the product to consumers. Advertising can only
stimulate the buyer through unique selling proposition (USP) in promoting the want-satisfying qualities of the product, but
it cannot move the product to consumers and create directly the sales.
is not personal selling. Because advertising serves as a tool for the promotion
of massively produced gods, personal selling is out of the main strategy. Te seller cannot go house to house if your goods
are produced in million quantities.
is mass, it uses popular uncontrolled media channels. Advertising is mass selling,
therefore the use of popular media such as broadcast and print is formidable to reach the target market. The mass media we
are referring here are the uncontrolled type, meaning they are not within the power of the advertiser to dictate what it desires
to do and control the media use, but media management decision to advertise or not still proves crucial. If the advertisers
uses its own media (not mass media) then that only becomes a sales promotion, not advertising.
is aimed at creating positive buying behavior. This is the best test for advertising,
if it influences or affects a positive change in the buying behavior of consumers (a shift from one product brand to another,
or a establishment of favorable buying behavior).
As you get exposed to the ads on print and broadcast, which ones do you
recall best? The favorite ads come from campaigns that have been running for a long time. These are called the classics, those
that get on your wits and attention on a long memory recall, as they have all what it takes to become the greatest ad ever
told of all time life time. What are some of the elements in the classic ads?
The commercials using a series of humor and inventive visuals are entertaining
as they hammer a strong message of brand identity. Humors which range from soft and gentle to outrageous are widely remembered
not only because they are entertaining, but also because they involve the audience and make them wonder what the campaigns
will come up next. Spokespersons and celebrities through testimonials have been an important part of many classic ads. Other
outstanding ads create memorable characters which give the products a warm association.
Drama makes way for a successful advertising. Because great ads touch emotions,
their messages are warm and sentimental through the use of dramatic sequence employing plot, characters, conflict and resolution.
Not only is the dramatic as captivating, but also demonstrates the power of an effective media buy. Lastly, significant images
are effective in creating the successful ad perfect.
So what turns great ads into classics? Three (3) broad characteristics
are worth mentioning:
1. Strategy – the
ad must be strategically directed to an audience, as it is driven by specific
objectives leading to the right crafting of messages for memorability, attitude change and brand awareness.
2. Creativity – the
creative concept is the central idea behind all great ads which must be inventive and original through award winning appeals
3. Execution – this
means the craftsmanship of great ads must be impressive with the fine tuning of the details, techniques and production values.