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Advertisement Campaign Management

Ali M. Kanso


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

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