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 ID: 1033042
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1. Advertising CampaignsPromoting Product and Services
2. 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.
3. Coordinated PromotionSpecific course of action Combine marketing tools/promotion to reach target audienceAll promotion coordinated around a themeEnd purpose is to draw attention and create awareness, build enthusiasm, and drive demandMarketing tools or media draw from promotional mix- include social media, text messaging, and e-mail campaigns
4. Components of Integrated Ad CampaignDetermine themeIdentify the target audienceDetermine objectivesEstablish the budgetDevelop the messageSelect the mediaEvaluate the campaign
5. Role of Advertising Agencies Work with their client (business) to develop the advertising campaignStaffed with artists, copywriters, media planners, and art directorsSelect appropriate media and place ads for the businessWorks within client budgetAccount Executive for the ad agency works with the client (business)
6. Considerations When Creating Ad CampaignsDevelop strong relationship with the Account Executive of ad agencyTailor ad campaigns for specific countries and/or ethnicitiesUnderstand your customer/ target marketOrganize campaignIdeas that spread WIN! http://www.youtube.com/watch?v=xBIVlM435Zg
7. ProjectCoke- I’d Like to Teach The World to Sing Coke- Live on the Coke Side of LifePepsi- The Pepsi GenerationNike- Just Do ItMcDonalds-Have You Had Your Break Today?National Dairy Association- Got Milk?Capital One- What’s In Your Wallet?GEICO-Happier Than…Or student approved ideaStudents 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.