Blackwell Reference Online

Extract

The key to unified and successful advertising campaigns is solid management. Each advertising campaign contains visible as well as unseen aspects. To the average consumer, a campaign is a series of advertising messages that look or sound alike. To the practitioner, a campaign embodies a wide range of activities that may include brainstorming, consumer →  Surveys , or media analysis. What distinguishes one campaign from another is the degree to which each aspect is connected and whether or not the effort achieves measurable objectives. A campaign may start out as cohesive but at the end the messages may lose focus due to lack of careful planning and strategic execution (→  Advertising Strategies ). In many situations the advertiser relies heavily on advertising to promote her product (→  Advertising as Persuasion ). However, in some cases, she will broaden her campaign to include other types of marketing communication such as direct marketing, publicity, and sales promotion (→  Marketing: Communication Tools ). This entry focuses exclusively on advertising. As a communication tool, →  advertising must consider the type of product and internal as well as external factors affecting the sponsor's relationships with its publics. Managing the advertising campaign involves several processes , although various firms and agencies may call them by different names. These processes are: (1) ... log in or subscribe to read full text