Campaigns Synergy and Integration Chapter 8

What’s a campaign? “A series of ads for a product (or service or company) that work individually and cumulatively to communicate the advertiser’s message to a consumer.” Maxine Paetro

What’s a campaign? Common objective Unified theme Coordinated rollout Continuity – average campaign lasts 17 months

Extendibility Same look and feel used across several media

Repeatability Same look and feel used for multiple pieces within each medium

Repeatability and Extendibility

Maximize continuity Music Voice talent Characters (real or imaginary) Spokespersons Design Tagline Storyline Running joke

Consumer generated campaigns Not a “new” idea… Achieve marketing objectives? Generate good publicity/create buzz? Win friends for brand?

Campaign Examples

“Marlboro Country” Ad Campaign

Crystal Springs Campaign

Play-Doh Campaign

Subway’s “Jared” Campaign

LVCVA “Only Vegas” Campaign