Advertising Campaigns

1
Advertising Campaigns

• Promoting 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 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

4
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

5
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)

6
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/watc
  h?vxBIVlM435Zg

7
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.

• Coke- Id 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- Whats In Your Wallet?
• GEICO-Happier Than
• Or student approved idea