Adverstising campaigns

An advertising campaign is a blend of promotional actions directed to the consumer, planned according to specific marketing plans.

The first steps for the creation of a powerful advertising campaign are: knowledge of the product and of the marketplace, corporate image, commercial goals, productive needs of the company, distribution channels, choice of the media, choice of the time and study of the advertising arguments.

The knowledge of the product in its composition and value is a crucial element, as the main goal is to inform about its features; afterwards, in a developing phase, the message used must be based on the persuasion of the potential customers, already informed. In the end, advertising must remind and reinforce the image in order to strengthen the presence of the product on the market.

According to the kind of campaign chosen and to the target audience, it is very important to choose the most suitable media, considering the pros and the cons: TV makes your message very flexible, strikes a high number of potential customers, creates a strong image, but it is little selective and difficult to memorize.; radio, with a low cost and a great diffusion, has the disadvantage of not connecting the message with visual images; newspapers, even using good presentation techniques and reaching a wide range of potential customers, have the disadvantage of being quickly replaced and not remembered; the web, uses the newest communication techniques, and can have a very strong impact on the consumer, with a growing catchments area web will be the most used advertising media in the future.