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Promoting Product and Services
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.
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 e-mail campaigns
Determine theme Identify the target audience Determine objectives Establish the budget Develop the message Select the media Evaluate the campaign
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)
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
• Coke- I’d Like to Teach The World to Sing
• Coke- Live on the Coke Side of Life
• Pepsi- The Pepsi Generation
• Nike- Just Do It• McDonalds-Have You Had
Your Break Today?• National Dairy Association-
Got Milk?• Capital One- What’s In Your
Wallet?• GEICO-Happier Than…• Or student approved idea
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.
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