Delivering coordinated messages over all platforms

An advertising campaign is a series of carefully coordinated messages to advertise your company, product, service or cause. A campaign will appear in different media across a specific time frame and is designed to boost awareness and generate demand with your target audience.

The most important part of creating an advertising campaign is determining a campaign theme as it sets the tone for the individual advertisements and other forms of marketing communications that will be used.

Step 1

Creating a customer profile will help target the market you plan to attract with the product, service or cause you're advertising. Ideally you want to know their geographic location, gender, average income level, marital status, hobbies and interests.

Step 2

Look at what your competitors are doing and review the marketing environment that may affect how you advertise, such as political, economic, technological or social factors.

Step 3

Identify the purpose of your advertising campaign. You may develop a campaign to make customers aware of a new product or service you're introducing to the market, you may want to introduce customers to a new use for an existing product or service or you may have a special sales promotion. Use this information to create specific, measurable, attainable, realistic, timely goals for your advertising campaign.

Step 4

Use your market research to determine how your target market finds out about products and services and use this information to help you decide whether to use websites, social media, blogs, print or television to advertise.

Step 5

Specify how you will evaluate whether the campaign is a success. If you run a print advertisement, for example, you can put a unique website address on it and track the number of visits and sales you receive through it. If you place a banner advertisement on a national blog, you can track your success based on the number of clicks your advertisement receives, and how many sales or inquiries you receive, as a result.

Step 6

Time the launch of your advertising campaign for maximum effect.

 

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