ADVERTISING
CAMPAIGNS
PROMOTING PRODUCT AND SERVICES
WHAT IS AN ADVERTISING CAMPAIGN?
• Advertising campaigns are a
group of advertisements,
commercials, and related
promotional material and
activities designed as part of a
coordinated plan to meet
specific goals.
COORDINATED PROMOTION
• Specific course of action
• Combine marketing tools/promotion to reach
target audience
• All promotion coordinated around a theme
• End purpose is to draw attention and create
awareness, build enthusiasm, and drive demand
• Marketing tools or media draw from promotional
mix- include social media, text messaging, and email campaigns
COMPONENTS OF INTEGRATED
AD CAMPAIGN
• Determine theme
• Identify the target audience
• Determine objectives
• Establish the budget
• Develop the message
• Select the media
• Evaluate the campaign
ROLE OF ADVERTISING AGENCIES
• Work with their client (business) to develop the
advertising campaign
• Staffed with artists, copywriters, media planners,
and art directors
• Select appropriate media and place ads for the
business
• Works within client budget
• Account Executive for the ad agency works with
the client (business)
CONSIDERATIONS WHEN CREATING
AD CAMPAIGNS
• Develop strong relationship with the Account
Executive of ad agency
• Tailor ad campaigns for specific countries and/or
ethnicities
• Understand your customer/ target market
• Organize campaign
• Ideas that spread WIN!
http://www.youtube.com/watch?v=xBIVlM435Zg
PROJECT
• Students may work with a
partner or individually.
• Students select from the list
of high profile ad
campaigns below and
research the campaign.
• Prepare a PPT presentation
which highlights the history
of the campaign, the ad
agency who launched the
campaign/advertising, the
campaign theme, and how
other promotional elements
in addition to advertising
were integrated into the
campaign.
•
FDA - The Real Cost
•
Always – Like A Girl
•
Coke- Live on the Coke Side of Life
•
Budweiser – Best Buds
•
Pepsi- The Pepsi Generation
•
Dove – Real Beauty
•
Nike- Just Do It
•
McDonalds- Choose Love
•
National Dairy Association- Got Milk?
•
Capital One- What’s In Your Wallet?
•
GEICO-Hump Day