An advertising campaign is a series of advertisement message that share a single idea and theme which make up an [[Integrated Marketing Communications|integrated marketing communication]] (IMC). Advertising campaigns utilize diverse media channels over a particular time frame and are often mandated to be rationally defined.as
The campaign theme is the central message that will be received in the promotional activities and is the prime focus of advertising campaign as it sets the motif for the series of multifarious individual advertisements and other marketing communications that will be used. The campaign themes are usually produced with the objective of being used for a significant period but many of them are temporal due to factors like being not effective or market conditions,competition and marketing mix.
Advertising campaigns are built to accomplish a particular objective or a set of objectives. Such objectives usually include establishing a brand, raising brand awareness, aggrandizing the rate of conversions/sales. The rate of success or failure in accomplishing these goals is reckoned via effectiveness measures. There are 5 key points at which an advertising campaign must consider to ensure an effective campaign. These points are, integrated marketing communications, media channels, positioning, the communications process diagram and touch points.
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