Advertising campaign: what it is and how to do it
Posted: Wed Dec 11, 2024 3:20 am
The most recognizable face of an advertising campaign is the advertisement, but there is much more: from a paid collaboration with an influencer to a brand or product banner on a building. Advertising campaigns encompass a coordinated set of communication actions in different media with a common message or narrative.
Courses such as the Double Degree in Business Administration and Marketing in Valencia and the Canary Islands give you the tools you need to play strategic roles in advertising campaigns. On the other hand, if you are thinking of setting up your own company, the Business Management Degree will help you understand what type of campaign your product or service requires.
What is an advertising campaign?
An advertising campaign is a set of overseas chinese in europe data coordinated actions with which an organization promotes a product, service or brand . They are tools to communicate strategic messages, influence purchasing decisions and strengthen a brand's position in the market.
Campaigns use different media to influence target audiences , but marketing materials maintain a consistent message and are time-bound.
What are advertising campaigns for?
A well-planned and executed advertising campaign has numerous benefits for the company.
Increase sales: One of the main objectives of advertising campaigns is to induce consumers to purchase a product or service.
Generate brand awareness and recognition: Campaigns increase brand visibility and therefore recognition by consumers.
Create and strengthen brand identity: advertising helps build and reinforce brand identity, that is, the personality and values we associate with it.
Launching new products or services: an advertising campaign is essential to inform the market about new developments.
Changing or improving brand perception: Brands with a negative image or that want to reposition themselves for another type of audience can use advertising to change consumer perception.
Informing and educating the public: Advertising campaigns can also have an educational purpose or raise awareness about social or health issues.
Differentiate yourself from the competition: In saturated markets, an effective advertising campaign can help a brand stand out and differentiate itself from its competitors.
Revitalize products or services: A campaign can revitalize products or services that have experienced a decline in popularity or sales.
Elements of an advertising campaign
Every advertising campaign must take into account the following elements:
The product or service: it is very important to know its characteristics well and the aspects that differentiate it from those of competitors (market study) to exploit sales opportunities.
The audience: identifying and defining the specific group of people to whom the campaign is directed allows it to be tailored to their characteristics. This involves analysing demographic, psychographic, geographic and behavioural characteristics.
The message: It is necessary to develop a main message that is clear, attractive and relevant to the target audience.
Media: We need to choose the most effective communication channels and the most appropriate publication times to reach the target audience. This can include traditional media such as television, radio, print, as well as digital media such as social media, websites and internet advertising.
The brief: is the basic document for every advertising campaign. In it, the company specifies all the previous points and determines the budget and resource allocation for the campaign.
How to make an advertising campaign: phases
An advertising campaign is developed through several well-defined phases.
Research and analysis
The first step would be to conduct a market and trends analysis to understand the competitive environment as well as the characteristics of the product or service to be promoted.
In addition, we must analyze potential clients , segmenting them according to their characteristics, behaviors and needs, and defining different types ( buyer persona ).
Definition of objectives
Clear and measurable goals must be set for the campaign, such as increasing sales by a certain percentage, increasing brand exposure by x points, etc. On the other hand, the metrics with which we will evaluate the success of the campaign are determined, that is, the key performance indicators (KPI) . In the previous examples, this could be the variation in the turnover figure for one year compared to the previous year or the number of followers on social networks.
Strategic planning
It is time to define the central message and the value proposition that you want to communicate to your audience. It is as important to define what you want to tell as it is to define how you want to tell it, that is, the positioning of the product or service in the consumer's mind compared to the competition.
Creative development
Once all the above points have been defined, we would move on to create the central idea that will guide the entire campaign, that is, the creative concept . This will be the message or narrative that will guide the production of all the campaign materials, from the slogan to the advertising design (video or billboard ads, media graphics, radio spots, etc.).
Depending on the objectives, audience and budget we have, we will define the number and type of content or creative pieces we need to produce for our campaign.
Media planning, execution and optimization
With all the content on the table, we select the channels on which it will be disseminated and establish a media calendar , that is, a detailed schedule for the publication and distribution of the pieces.
As all the planned actions are executed, the results are monitored to detect and correct possible problems. Real-time monitoring allows strategies to be adjusted and optimized based on the results obtained.
An advertising campaign is the result of the joint work of professionals from different areas: analysts, creatives, copywriters, designers, account managers, producers, social media managers, etc. For this reason, the professional opportunities in marketing and advertising are very varied and offer possibilities in all sectors.
The European University offers a wide variety of Marketing courses where you can choose the option that interests you most if you want to dedicate yourself to this sector.
Courses such as the Double Degree in Business Administration and Marketing in Valencia and the Canary Islands give you the tools you need to play strategic roles in advertising campaigns. On the other hand, if you are thinking of setting up your own company, the Business Management Degree will help you understand what type of campaign your product or service requires.
What is an advertising campaign?
An advertising campaign is a set of overseas chinese in europe data coordinated actions with which an organization promotes a product, service or brand . They are tools to communicate strategic messages, influence purchasing decisions and strengthen a brand's position in the market.
Campaigns use different media to influence target audiences , but marketing materials maintain a consistent message and are time-bound.
What are advertising campaigns for?
A well-planned and executed advertising campaign has numerous benefits for the company.
Increase sales: One of the main objectives of advertising campaigns is to induce consumers to purchase a product or service.
Generate brand awareness and recognition: Campaigns increase brand visibility and therefore recognition by consumers.
Create and strengthen brand identity: advertising helps build and reinforce brand identity, that is, the personality and values we associate with it.
Launching new products or services: an advertising campaign is essential to inform the market about new developments.
Changing or improving brand perception: Brands with a negative image or that want to reposition themselves for another type of audience can use advertising to change consumer perception.
Informing and educating the public: Advertising campaigns can also have an educational purpose or raise awareness about social or health issues.
Differentiate yourself from the competition: In saturated markets, an effective advertising campaign can help a brand stand out and differentiate itself from its competitors.
Revitalize products or services: A campaign can revitalize products or services that have experienced a decline in popularity or sales.
Elements of an advertising campaign
Every advertising campaign must take into account the following elements:
The product or service: it is very important to know its characteristics well and the aspects that differentiate it from those of competitors (market study) to exploit sales opportunities.
The audience: identifying and defining the specific group of people to whom the campaign is directed allows it to be tailored to their characteristics. This involves analysing demographic, psychographic, geographic and behavioural characteristics.
The message: It is necessary to develop a main message that is clear, attractive and relevant to the target audience.
Media: We need to choose the most effective communication channels and the most appropriate publication times to reach the target audience. This can include traditional media such as television, radio, print, as well as digital media such as social media, websites and internet advertising.
The brief: is the basic document for every advertising campaign. In it, the company specifies all the previous points and determines the budget and resource allocation for the campaign.
How to make an advertising campaign: phases
An advertising campaign is developed through several well-defined phases.
Research and analysis
The first step would be to conduct a market and trends analysis to understand the competitive environment as well as the characteristics of the product or service to be promoted.
In addition, we must analyze potential clients , segmenting them according to their characteristics, behaviors and needs, and defining different types ( buyer persona ).
Definition of objectives
Clear and measurable goals must be set for the campaign, such as increasing sales by a certain percentage, increasing brand exposure by x points, etc. On the other hand, the metrics with which we will evaluate the success of the campaign are determined, that is, the key performance indicators (KPI) . In the previous examples, this could be the variation in the turnover figure for one year compared to the previous year or the number of followers on social networks.
Strategic planning
It is time to define the central message and the value proposition that you want to communicate to your audience. It is as important to define what you want to tell as it is to define how you want to tell it, that is, the positioning of the product or service in the consumer's mind compared to the competition.
Creative development
Once all the above points have been defined, we would move on to create the central idea that will guide the entire campaign, that is, the creative concept . This will be the message or narrative that will guide the production of all the campaign materials, from the slogan to the advertising design (video or billboard ads, media graphics, radio spots, etc.).
Depending on the objectives, audience and budget we have, we will define the number and type of content or creative pieces we need to produce for our campaign.
Media planning, execution and optimization
With all the content on the table, we select the channels on which it will be disseminated and establish a media calendar , that is, a detailed schedule for the publication and distribution of the pieces.
As all the planned actions are executed, the results are monitored to detect and correct possible problems. Real-time monitoring allows strategies to be adjusted and optimized based on the results obtained.
An advertising campaign is the result of the joint work of professionals from different areas: analysts, creatives, copywriters, designers, account managers, producers, social media managers, etc. For this reason, the professional opportunities in marketing and advertising are very varied and offer possibilities in all sectors.
The European University offers a wide variety of Marketing courses where you can choose the option that interests you most if you want to dedicate yourself to this sector.