What is an advertising campaign?

An advertising campaign is a strategic marketing process that uses different media to get a message to the target audience.

It is a set of creative efforts made by operational marketing that seeks to generate behavior in the recipient of the advertising message through persuasion.

The objective of the message may be to attract new customers, reposition the brand through associations of values ​​and specific feelings, etc.


Types of advertising campaigns

The three purposes of advertising are said to be: to inform, persuade, and remember. To do this, there are different types of campaigns that are classified as follows.

According to the nature of the product

The advertising campaigns that are classified according to the nature of the product can be:

  • Propaganda: it is the dissemination of information, ideas, political positions before certain events that seek the recipient to act in a certain way. The most representative examples have to do with advertisements that call for voting for a political candidate or setting positions on equal marriage or legal abortion.
  • Social or civic: the objective of these campaigns is to achieve a change of attitude in citizens such as improving their consumption habits, promoting care for the environment, etc. Like the advertisement, it does not constitute commercial advertising; it only seeks to modify behavior or attitude in the population.
  • Institutional: this type of campaign seeks to forge a good image of the company before society, for commercial purposes. Promotions are often accompanied by support for social causes such as the fight against AIDS or cancer.
  • Industrial: are those carried out by entrepreneurs in a certain industrial sector in order to jointly promote their products or services. For example when the wine industry (wine production) promotes its consumption throughout society.
  • Co-branding: co-branding campaigns are carried out between two companies whose products or services are complementary to each other. For example, the Runtastic application that allows personal registration and analysis of sports activities has carried out campaigns together with Adidas (the German multinational sports equipment) to retain and generate new customers.
  • Sponsorship: in this case, a company supports the organization of an event, the realization of an activity, or a person who is dedicated to something in particular (athlete, expert, etc.). Through this type of campaign, the company achieves visibility in different national and international media.
  • Product: they are carried out to publicize a new product or service (launch campaign) or to strengthen or maintain the place they already have in the consumer’s mind. When a brand promotes several of the products in the same ad, it is known as an umbrella campaign.

According to the life cycle

The advertising campaigns that are classified according to the life cycle can be:

  • Of expectation: they seek to arouse curiosity before the launch of a certain product or service. They usually don’t say much, just enough to pique interest and desire to want to know more about the brand.
  • Launch: in these campaigns, the brand new launch of a new product or service is announced. Large sums are usually invested to cover the largest number of communication channels simultaneously.
  • Maintenance: they are carried out to improve the market positioning of products that already have a presence in it. They seek to maintain the awareness of the brand that has been in the market long enough.
  • Reactivation: they seek to improve the current situation of the product or service, either because their sales decreased or because it is a good time to do so, given that there are seasons or important events that will enhance the product or service.
  • Relaunching: they are usually carried out when any characteristic of the product or service changes, such as the logo design, the packaging, it presents a new functionality, etc.
  • Strong sales: through this type of campaign, the company seeks to generate profits in the very short term through a strong increase in sales. Promotional messages such as: “offer or promo of the day”, “2 x 1”, “50% discount on the second unit” are some callers that arouse consumer interest to purchase the company’s products or services.

Process of creating an advertising campaign

All advertising campaigns contain a series of steps that must be taken to ensure their success:

  • Description of the product or service: the first step is to know in detail what you want to promote. It is necessary for the company to share with the advertising agency technical details, product or service history, competitor data, and any other information that will allow the design of an efficient advertising campaign.
  • Set the objectives: the marketing objectives must be clear to use the type of campaign that best suits them: is it intended to increase the frequency of purchase? Report any product functionality? or persuade the public to buy it? For this, it is essential to analyze the prior knowledge that consumers have about the company’s product or service in order to determine the communication efforts that will be required.
  • Definition of the target audience: once the marketing objectives are understood, the next step is to communicate the product or service to the correct audience, that consumer profile for which the value proposition was created, which has a series of variables that define it: level income, age, sex, educational level, shopping habits, etc.
  • Scope of the campaign: the geographical dimension of the advertising must be established: local, regional, national, or international.
  • Message: This step is the true essence of the advertising campaign. Its content, structure, and format will be decisive in the success of the campaign. It must be in perfect harmony with the defined target audience, generating the response that is intended by the consumer.
  • Media plan: these are the online and offline channels through which the message will be transmitted: social networks, video advertising, mailing, posters on public roads, etc.
  • Estimated budget: the total amount assigned for the campaign will determine its scope, so it will be necessary to define the investment to be made in each medium defined in the previous point.
  • Measurement of results: during execution and once the campaign is over, a comparative analysis should be carried out between the projected and actual objectives; in order to study the deviations, the effectiveness of the advertising message, the conversion rate in sales, visualization of impressions on social networks, etc.

Advertising campaign example

In June 2020, the famous Coca-Cola beverage company launched an institutional maintenance advertising campaign through a series of videos made in different countries, whose emotional message aims to emphasize the importance of emotional ties in times of the pandemic of the COVID-19 that plagues the world.

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