An advertising campaign uses marketing tools to reach a target audience and raise awareness of a business, cause, or product. Print and electronic media, including TV, radio, text messaging, and email ads, are used to generate demand. The campaign sets specific goals and can be reworked if necessary.
An advertising campaign is a specific course of action designed to advertise a business, cause or product that employs a deliberate and carefully coordinated set of marketing tools in order to reach its target audience. The ultimate goal of any advertising campaign is to raise awareness of the topic and generate demand. The exact structure of the advertising campaign will often depend on the nature of the product or cause and the target audience the campaign is designed to reach.
While the specifics vary from ad campaign to ad campaign, some of the same tools are used in nearly every campaign. Both print and electronic media are often used to generate attention and enthusiasm for a campaign topic, often with the timely and logical launch of different tools at specific points throughout the campaign. While electronic media used to refer more to television and radio broadcasting, that component now includes tools like online banner ads, text messaging, and email ads.
In terms of the print media used in an advertising campaign, newspaper and magazine ads are an established method of reaching your target audience. Advertisements are usually designed to pique the interest of readers and entice them to learn more about the subject of the advertisement. In order to ensure that desired consumers are reached, print ads will often appear in print media geared towards those consumers. For example, software designed to track existing sales leads and customers might appear in a magazine that caters to sales and marketing professionals.
With electronic media, television and radio commercials remain a viable means of attracting the attention of buyers and creating demand for various products and services. Short-form television commercials designed to entertain and inform tend to impress the viewer and are very likely to entice a significant number of consumers to purchase the products displayed in the ad. Similarly, an advertising campaign can also include short radio spots that capture the listener’s ear and help conjure up visual images that create demand for the product.
Along with traditional methods of creating an advertising campaign, newer tools are making it possible to reach consumers in new ways. Many companies design advertising campaigns for current customers who rely on tools such as text messaging or email advertising. For example, a telephone service provider can inform existing customers of upcoming special offers on bundled services by sending a text message to the customer’s mobile phone. Alternatively, the service provider can inform the customer of upcoming sales or new products and services by email. When coordinated with other tools as part of an overall advertising campaign, it may be possible to increase the number of current customers to generate more revenue and obtain a significant number of new customers.
For the most part, an advertising campaign will set specific goals that need to be accomplished in a specific time frame. In the event that the campaign falls short of its objectives, the overall approach can be reworked slightly for the rest of the campaign or the insights gained during the current campaign can be used to create a more effective follow-up advertising campaign strategy. By learning from the experience of past campaigns, you can strengthen incoming campaigns and move closer to achieving the goals set by the advertiser.
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