P R O M O T I N G P R O D U C T A N D S E RV I C E S

ADVERTISING CAMPAIGNS

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 e-mail 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