An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). Advertising is a form of Communication that typically attempts to persuade potential Customers to Purchase or to consume more of a particular Brand Integrated Marketing Communications (IMC according to The American Marketing Association, is “a planning process designed to assure that all brand contacts received Advertising campaigns appear in different media across a specific time frame.

The critical part of making an advertising campaign is determining a campaign theme, as it sets the tone for the 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. Promotion involves disseminating information about a product, Product line, Brand, or company The campaign themes are usually developed with the intention of being used for a substantial period but many of them are short lived due to factors such as being ineffective or market conditions and/or competition in the marketplace and marketing mix.

References

• Belch, George and Belch, Michael (2004). Advertising and Promotion: an integrated marketing communications perspective. McGraw-Hill/Irwin. ISBN 0-07-253676-4.  

External Links

• High Quality Guide to launching an Advertising Campaign
• A Sample Direct Response Advertising Agency

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