1. Campaigns Synergy and Integration Chapter 8

2. 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

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

4. Extendibility Same look and feel used across several media

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

6. Repeatability and Extendibility

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

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

9. Campaign Examples

10. “Marlboro Country” Ad Campaign

11. Crystal Springs Campaign

12. Play-Doh Campaign

13. Subway’s “Jared” Campaign

14. LVCVA “Only Vegas” Campaign