What is an Advertising Campaign?

• Uses lots of different channels to strategically target a brands target audience
• Each method of communication will reinforce the brands message

Brand Identity:

• This may comprise of a logo, colours or slogan for example which people will already associate with the brand.
• The agency will use the brand’s identity to help the audience distinguish between their brand and a competitor who may provide similar services. 

A business problem:

The brand, such as ‘The Jetpack Company’ will approach an advertising agency to help them solve their business problem.The Jetpack company want to sell more jetpacks 

The advertising agencies role:

Understand the Brand

• The advertising agency will create an advertising campaign to help the brand communicate a particular message. 
• The agency will work with brand to understand who their target audience are and how best to communicate the message to them. 

Creating a creative concept:

• This will consist of a simple idea which will be interpreted and modified for each channel or media type, This theme will connect all the elements of the campaign to help make the target audience draw attention to the brand and then would be able to solve the businesses problem. 

Different Channels

• Advertising agencies will strategically plan the best methods to communicate to the brand’s target audience. 
• The method or channels they use will depend on the audience. 
• The advertising agency will identify where the audience spend time and the best way to guarantee they will engage with the advertisement, For example if the advertising agency believe their audience spends time watching television they will create a television advertisement. 

Use of new technology

Viral Video:

• A viral video is a video that becomes popular through the process of Internet sharing, normally through video sharing websites, social media and email. 
• Brands often create short videos with the purpose to be shown and shared on the internet. It allows the audience to find out about the brand in a fun way, without them feeling that they are being directly targeted.

Smart Technology:

• Brands can sponsor or create their own apps to draw people’s attention to their brand and campaign. 

Social Media:

• Brands can create an online presence through posting and sharing content with their followers or friends. 
• Social media can be used within a campaign to bring people who all share similar interests or views. Brands could use social media platforms to run events or competitions. This will generate interest and awareness of the brand. 

More unusual methods:

Publicity Stunt:

• A publicity stunt is a planned event designed to attract the public's attention to a particular brand or cause. It is hoped that this will also draw media coverage to the stunt too. 

Celebrity Endorsement:

• A celebrity endorsement is type of advertising campaign that involves a well known person using their fame to help promote a brand.
•  Manufacturers of perfumes and clothing are some of the most common business users of classic celebrity endorsement techniques, such as television ads and launch event appearances, in the marketing of their products. 

Event:

• A brand could sponsor an event. This would be an opportunity to find out more about the brand’s goods or services. It is also an opportunity for the brand the enhance their reputation through association of a successful event.