Campaigns

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Campaigns

• How It All Comes Together

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Definitions

• CampaignA connected series of activities
  designed to bring about a particular
  result.www.tolerance.org/pt/votequest/vq_dictiona
  ry.html
• Advertising CampaignThe creation and
  coordination of a series of advertisements around
  a particular theme to promote a product
  www.glencoe.com/sec/busadmin/marketing/dp/ad_serv
  /gloss.shtml

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Examples

• GEICO GECKO CAMPAIGNRepeating Element
  GeckoChanging Story
• GEICO CAVEMAN CAMPAIGNRepeating Elements
  Characters and Story
• GEICO I just saved a bundle on my car
  insurance. CAMPAIGNRepeating Tag
  LineChanging Story / Characters
• ALL PART OF LARGERIntegrated Marketing Campaign

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Integrated Marketing Campaign
Integrated Marketing Campaign
ProductDevelopment
Advertising
Package Design
Web / Wireless
Public Relations
Promotions
Branding
Point of Purchase
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The Power of a Series
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Benefits of a Campaign

• The series of ads shares elements/themes
  (motifs) that allow viewers to see them as part
  of a group.
• Ability to have repetition without boring an
  audience, and ability to target different
  audiences within the repetition.

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Other Creative Fields Relying on Series

• Interior Design Rooms in a house
• Fashion Design Garments in a collection

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Some Repeating Elements in Ads

• Visuals
• Spokesperson / Character
• Music
• Tag Line / Slogan
• Story
• Colors
• Etc.

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Example VonageWe all do stupid things.

• REPEATS
• Words
• Color bar
• Theme
• Story structure
• Humor
• Theme song (whistle)
• CHANGES
• Situations

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Assignment Campaign

• In a group, develop a campaign idea for a client
  of your choice and be prepared to present rough
  sketches and explain your ideas relative to your
  target audience(s).
• 1 TV ad concept2 Print ad concepts
• 1 Promotion Idea