An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication.
Advertising is an audio or visual form of marketing communication that employs an openly sponsored, nonpersonal message to promote or sell a product, service or idea.
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Advertising campaigns utilize diverse media channels over a particular time frame and are often mandated to be rationally defined.
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The campaign theme is the central message that will be conveyed in the promotional activities and is the prime focus of advertising campaign as it sets the motif for the series of multifarious individual advertisements and other marketing communications that will be used.
The campaign themes are usually produced with the objective of being used for a significant period but many of them are temporal due to factors like being not effective or market conditions,competition and marketing mix.
The 'marketing mix' is a foundation model in marketing.
Advertising campaigns are built to accomplish a particular objective or a set of objectives.
Such objectives usually include establishing a brand, raising brand awareness, aggrandizing the rate of conversions/sales.
The rate of success or failure in accomplishing these goals is reckoned via effectiveness measures.
There are 5 key points at which an advertising campaign must consider to ensure an effective campaign.
These points are, integrated marketing communications, media channels, positioning, the communications process diagram and touch points.
A touchpoint can be defined as any way a consumer can interact with a business, whether it be person-to-person, through a website, an app or any form of communication.