advertising campaign essay

The 23 Most Impactful Advertising Campaign Examples Ever

By Joe Weller | September 19, 2023

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Creating an ad campaign is similar to getting ready for speed dating: You have 30 seconds to make your mark, or your audience will leave bored and never remember your name — or tagline.

But how do you make a good first impression when your audience consumes between 4,000 and 8,000 ads per day? Inspiration can strike anywhere at any time, so with the help of experts we’ve curated a list of 23 impactful advertising campaign examples to help you understand what an ad campaign is , the types of campaigns you can create, and the elements you should include in a successful advertising campaign.

1. Nike: Just Do It Campaign

In the 1980s, Nike’s biggest competitor was outselling the now-famous athletic brand. Nike was advertising almost exclusively to marathon runners, and it was losing the race. Enter “Just Do It”: the advertising campaign designed with everyone in mind. By expanding its target audience to athletes and nonathletes alike, Nike’s new tagline embodied the universal drive people feel while exercising. In doing so, they substantially increased their sales and created a long-lasting campaign that continues to resonate with the brand’s audience.

Launch Year: 1988 Campaign Medium: All  Expert Takeaway: “The slogan itself is simple and powerful, encouraging individuals to take action and push their limits. Moreover, Nike has consistently featured inspiring athletes in their advertisements, which helps to create an emotional connection with consumers. Overall, the ‘Just Do It’ campaign is memorable, motivating, and has had a lasting impact on advertising.” — Bridget Reed, co-founder at The Word Counter

2. McDonald’s: I’m Lovin’ It Campaign

While visual imagery is vital when creating an advertising campaign, sound can be just as effective. In 2003, McDonald’s ran an international ad campaign competition to update its current branding. Originally sung by Justin Timberlake before receiving one of the most famous upgrades in history, the jingle “Ba da ba ba ba, I’m lovin’ it” was awarded a permanent spot in McDonald’s advertisements.

Launch Year: 2003 Campaign Medium: All Key Takeaway: Consider mixing audio into your advertising campaigns, including media or social media assets. When creating ad campaigns, user-generated content can be incredibly successful — jingles, social media posts, comments, and more. One of a brand’s strongest assets is an audience that advocates for the products and services they love.

3. Old Spice: The Man Your Man Could Smell Like Campaign

After Old Spice’s initial “Smell like a man, man” campaign went viral in early 2010, the brand jumped to social media to ride the wave. The Old Spice Man created interactive videos responding to comments on various social media platforms, including Facebook and Twitter, all while remaining in character and nailing the brand’s voice. While advertising Old Spice’s products, this ad campaign also increased their target audience and social media followers by thousands of people.

Launch Year: 2010 Campaign Medium: Media and social media Expert Takeaway: Old Spice’s campaign is best “known for its humor, creativity, and viral impact. By targeting both men and women with witty and entertaining commercials, it created memorable moments and engaged viewers effectively.” — Olivia Lin, marketing specialist at Tabrick

4. Dove: Real Beauty Campaign

Some ad campaigns challenge society while others simply move with the current, and Dove’s Real Beauty campaign was designed to do the former. This ad campaign challenged the beauty industry’s incredibly high — often impossible — standards of female beauty. In a series of videos, advertisements, projects, and sketches, this still-evolving ad campaign increased the brand’s profits by almost $2 billion while celebrating, supporting, and standing with women.

Launch Year: 2004 Campaign Medium: Media and social media Expert Takeaway: The Real Beauty campaign “challenged traditional beauty standards and promoted self-acceptance. It featured diverse women of different ages, sizes, and ethnicities, celebrating their unique beauty. This campaign resonated with audiences as it challenged the narrow definition of beauty portrayed in the media, making it compelling by promoting inclusivity and empowering women to embrace their natural beauty.” — Oliver Andrews, editor at OA Design Services

5. Snickers: You’re Not You When You’re Hungry Campaign

Beloved celebrities like Betty White and Elton John joined Snickers in one of the company’s most successful ad campaigns. In a series of video commercials, the brand used celebrities to portray unlikely behaviors caused by hunger. After receiving a Snickers candy bar, the celebrities transformed into everyday people acting normally, which solidified Snickers as a hunger-beating snack option rather than a simple candy bar. 

Launch Year: 2010 Campaign Medium: Media Key Takeaway: Clever ads that also provide solutions to customer issues frequently perform well. Learning your target audience’s pain points and providing simple, straightforward solutions through ad campaigns can help build brand loyalty and trust.

6. Always: #LikeAGirl Campaign

There’s nothing like a strong hashtag with a compelling message, and that’s exactly what Always created with their 2014 #LikeAGirl advertising campaign. This simple yet powerful campaign compared men’s and women’s abilities and proved that women — no matter their age — are just as capable as men. The campaign became wildly successful by fighting gender stereotypes.

Year: 2014 Campaign Medium: Media and social media Expert Takeaway: “The #LikeAGirl campaign drove self-confidence and empowerment in girls. This 2014 campaign targeted the stereotypes that girls are weak and not powerful enough to achieve milestones. It also shows that the brand shares similar values with its customers, [which] fosters brand loyalty and gives meaning to the products.” — Jessica Shee, marketing manager at iBoysoft

7. Coca-Cola: Share A Coke Campaign

Gift shops are full of personalized keychains emblazoned with popular names like Mary, John, Rebecca, and David. Coca-Cola understood that people love to find and purchase items with specific names, so they created the Share a Coke campaign designed with personality in mind. Using various advertising platforms, Coca-Cola saw the massive impact personalization could have on its brand after selling more than 250 million bottles in the first few months of its original Australian release.

Year: 2011 Campaign Medium: Print, media, and social media Expert Takeaway: “What actually made this campaign particularly compelling was its clever use of personalization, its ability to capture the attention of customers, and its effective use of social media. The Share a Coke campaign is one of the most successful and compelling ad campaigns of all time.” — Jaden Oh, chief of marketing at Traffv

8. Dos Equis: The Most Interesting Man In The World Campaign

Combining catchy taglines and unforgettable characters is a surefire way to create memorable advertising campaigns. When Dos Equis introduced its “The Most Interesting Man in the World” campaign in 2006, it slowly and subtly changed how customers viewed the brand’s product. With an indulgent character showcasing his preference for Dos Equis beer, ad viewers were introduced to a new way of thinking about potential vices, like alcohol and cigars.

Year: 2006 Campaign Medium: Print, media, and social media Key Takeaway: Characterization can make an advertising campaign memorable. Dos Equis’s Most Interesting Man in the World is hard to forget — even though the original has since been replaced. Additionally, the original characterization gave the brand a specific energy that customers could only associate with Dos Equis beer.

9. Google: Year in Search Campaign

Google’s “Year in Search” campaign is an experiment in current events and relationships — what captured the globe’s attention in a single calendar year? By recognizing the brand’s most searched queries and connecting strangers or groups of people based on their search history, Google effectively communicated the message that nobody is truly alone. Using sources that range from local to global, the “Year in Search” campaign continues to unite Google’s users.

Year: 2010 Campaign Medium: Media Key Takeaway: New, old, and potential customers want to feel seen and heard. Google’s “Year in Search” campaign shows its audience that it hears their desires. Additionally, this campaign showcases the brand’s humanity by connecting with its users, and connecting them with each other.

10. Wendy’s: Where’s the Beef? Campaign

In 1984, the phrase, “Where’s the beef?” took the world by storm. Instead of focusing solely on its products and offerings, Wendy’s dared to call out its competitor’s products in this famous ad campaign. The phrase stuck, but the brand didn’t wear it out or continue to knock its competitors. Instead, they let word-of-mouth advertising continue promoting this campaign while professionally creating new, improved, brand-focused advertisements.

Year: 1984 Campaign Medium: Media Key Takeaway: Knocking a competitor’s product can be a component of a successful advertising campaign, but businesses must do it with tact. Once an initial statement has run its course, sometimes a brand should brainstorm new ad ideas instead of reprising successful campaigns.

11. TOMS: One For One

In 2006, TOMS introduced its One For One advertising campaign, which operated on a buy-one-give-one model. Under this model, TOMS promised to give a pair of shoes to communities in need for every pair bought. The brand later expanded this initiative to help support education, health, and community development projects.

Year: 2006 Campaign Medium: Print and media Expert Takeaway: TOMS’ One For One campaign “is not just about selling shoes; it's about selling a cause. It makes consumers feel they are contributing to a positive change, adding a significant emotional value to each purchase. The key takeaway here is the power of purpose-driven marketing. In today's world, consumers are looking for more than just products; they're looking for brands that align with their values and make them feel good about their purchases.” — Kacper Rafalski, demand generation team leader at Netguru

12. Dunkin’: America Runs on Dunkin’ Campaign

It’s no secret that coffee is an important part of many people’s lives. In 2006, Dunkin’ (then Dunkin’ Donuts) coined the phrase “America runs on Dunkin’,” which highlighted how the brand could help anyone — from average customers to other businesses or organizations. This ad campaign successfully painted Dunkin’ in a new light and propelled the brand into the hands of new and returning customers.

Year: 2006 Campaign Medium: Print and media Key Takeaway: Dunkin’ released its new tagline and an updated business plan. While an ad campaign can reach new customers and be successful on its own, it’s sometimes necessary to pair a campaign plan with a company rebrand.

13. ALS: Ice Bucket Challenge

Not every ad campaign needs to start with great aspirations — some of the greatest campaigns in history have been organic movements that went viral. For example, the ALS ice bucket challenge in 2014 gained notoriety due less to paid advertising and more to social media and influencer marketing. With celebrity endorsements like Bill Gates, Chris Pratt, and LeBron James, the ALS ice bucket challenge soared, and proved how successful advertising campaigns could be when they engaged audiences in an activity or competition.

Year: 2014 Campaign Medium: Media and social media Key Takeaway: Don’t be afraid to leverage social media to help increase the success of an ad campaign. Experiential marketing elements like challenges and giveaways can encourage engagement, while other marketing tactics like influencer and affiliate marketing can increase an ad campaign’s reach.

14. Red Bull: Stratos Campaign

Red Bull’s Stratos campaign is one of the most famous and successful examples of collaboration marketing at work inside an advertising campaign. While staying true to its target audience and values, the company planned and funded an extreme skydiving stunt, which took place in 2012. The three-hour livestream — now an on-demand video — included extensive Red Bull advertising, which cemented the brand as a daring, risk-taking company.

Year: 2012 Campaign Medium: Media and social media Key Takeaway: Even though Red Bull’s Stratos experiment became a record-breaking experience, it’s possible to use smaller-scale stunts to promote brands. If it aligns with your values and the interests of your target audience, consider weaving a new or daring event into the planning of your ad campaign.

15. Dollar Shave Club: Everyman’s Brand Campaign

After officially launching the brand in 2011, Dollar Shave Club took to the screens and produced one of the best advertising campaigns ever. With a budget of $4,500, the brand created a simple video advertisement showcasing the company’s durable products and affordable prices, which helped cement Dollar Shave Club as an “everyman” brand — or a brand designed for every person, everywhere. The video went viral, and the company got acquired for $1 billion in 2016.

Year: 2012 Campaign Medium: Media and social media Expert Takeaway: “Despite working with a relatively modest budget, the Dollar Shave Club managed to use humor and authenticity to resonate deeply with its target audience. Rather than resorting to the glossy, polished ads typical of many razor companies, they positioned themselves as the 'everyman’s brand', and it worked phenomenally well. It's a great example of how sincere messaging can catapult a brand to remarkable heights. That debut video wasn't just an ad; it was the start of a billion-dollar story.” — Kyle Roof, co-founder of PageOptimizer Pro

16. California Milk Processor Board: Got Milk? Campaign

People typically view everyday products as necessities rather than luxuries. For children, milk is a necessary part of a balanced diet, and the California Milk Processor Board used this knowledge to target milk drinkers in its now-famous “Got Milk?” advertising campaign. Its celebrity-studded, milk-mustachioed campaign used various marketing tactics — including co-branding and early influencer marketing — to convince current milk users that the beverage was worth investing in and advocating for.

Year: 1994 Campaign Medium: Print, media, email, and social media Key Takeaway: Instead of focusing its ad campaign on new customers, the California Milk Processor Board targeted former and current customers by advertising why they should continue using its product. In some cases, an ad campaign can extend its reach outside its current audience simply by focusing its efforts on those already interacting with its products.

17. Apple: Think Different Campaign

What do famous greats like Einstein, Gandhi, and Picasso have in common? Well, one thing: they each changed the world in their respective areas while fielding insults and disapproval at every step. Apple’s 1997 “Think Different” campaign highlighted these heroes — and others — to elevate the ideas behind innovation and individuality. As a brand going against the technological status quo, Apple’s ad campaign proved how successful thinking differently could be.

Year: 1997 Campaign Medium: Media Expert Takeaway: “This campaign was revolutionary in simplicity and impact. It featured iconic figures such as Albert Einstein and Martin Luther King, Jr., celebrating individuals who challenged the status quo and changed the world. The campaign inspired people to think differently and embrace innovation. Apple effectively conveyed its brand values of creativity, individuality, and non-conformity through this campaign.” — Jonathan Zacharias, founder at GR0

18. FedEx: When It Absolutely, Positively Has To Be There Overnight Campaign

When ordering online or mailing packages across the country, from forgotten costumes or presents to items with short expiration dates, time is truly of the essence. Plenty of customers have experienced the need for overnight delivery. In 1978, FedEx created an ad campaign focused on the company’s delivery time rather than its prices, which eventually helped lead to the company’s shipping notoriety and brand success.

Year: 1978 Campaign Medium: Media Key Takeaway: Consider creating an ad campaign to help solve a specific problem or answer a question. Your target audience is more likely to engage with your brand or ad campaign if they benefit from the interaction.

19. American Express: Shop Small Campaign

As a reaction to Black Friday, American Express began promoting Small Business Saturday in 2010. Its “Shop Small” ad campaign was created to help counteract the recession at the time, and the campaign was officially recognized by the U.S. Senate the following year. American Express aligned its goals and values with those of small, local communities, which helped create a lasting, successful advertising campaign.

Year: 2010 Campaign Medium: Media and social media Key Takeaway: American Express’s “Shop Small” campaign did more than encourage shoppers to purchase products from small businesses — it highlighted the growing scarcity of local businesses and the difficult climate created by the recession. The brand’s campaign advertised the needs of the country’s local communities rather than its own, which promoted brand awareness and increased loyalty and trust.

20. Volkswagen: “Think Small” Campaign

Advertising campaigns are not just a marketing campaign of the present and future — Volkswagen’s “Think Small” campaign rocked the boat in the middle of the 20th century. Sticking with an honest, authentic approach, this brand never marketed itself as something it wasn’t. Instead, it aimed to convince its audience that different wasn’t bad — that it was, in fact, a major benefit of the brand. With its minimalist marketing design, Volkswagen changed the advertising world and the opinions of its critical market.

Year: 1959 Campaign Medium: Print and media Expert Takeaway: “This campaign challenged car advertising norms by highlighting the Volkswagen Beetle's compact size. Its clever and minimalistic approach stood out and redefined how cars were marketed.” — Alana Armstrong, co-founding partner at Alan Aldous

21. De Beers: A Diamond Is Forever

Named the most memorable ad slogan of the century in 1999, De Beers’s “A Diamond Is Forever” campaign targeted men of marrying age. It communicated that every marriage deserves a diamond ring, and as a diamond lasts forever, so should a marriage with a diamond ring. This ad campaign’s message mixed necessity with luxury and changed the course of the jewelry industry.

Year: 1948 Campaign Medium: Print Expert Takeaway: Attempting to counteract decreasing diamond purchases, De Beers created a campaign designed to showcase the longevity of diamonds and their enduring value. “De Beers’s ‘A Diamond Is Forever’ campaign targeted young men who wanted to demonstrate their status and present something extra special to the significant woman in their lives.” — Khaled Bentoumi, co-founder of *anyIP*

22. InVision: Design Disruptors

As technology and technology-focused industries increase, InVision recognized the need to expand design beyond its current limits. Its documentary and ad campaign — Design Disruptors — featured 15 designers from unique companies. This campaign helped transform plenty of industry expectations concerning brand design by focusing on innovations in product design.

Year: 2016 Campaign Medium: Media and social media Expert Takeaway: “InVision effectively used Facebook’s retargeting capabilities to guide viewers through the series, building brand credibility by providing valuable industry insights. By offering a downloadable resource at the end of the series, they captured leads and nurtured these relationships beyond the initial interaction. What's compelling is their strategic use of Facebook’s tools and video content to simultaneously position themselves as a thought leader, build a community, and generate leads. This campaign is a testament to the potential of social media marketing when aligned with a brand’s broader goals.” — George Panayides, digital marketing technician at The Digital XX

23. Ecosia: Plant Trees While You Search

Looking to create a better world, Ecosia launched its “Plant Trees While You Search” initiative, which plants trees for every online search made by its users. This ad campaign positions the brand as an eco-aware online tool that uplifts local communities in more than 35 countries. Instead of focusing solely on its users’ actions, this campaign extends Ecosia’s contentious thinking beyond the borders of the search bar.

Year: 2009 Campaign Medium: Media Expert Takeaway: “Its simplicity and impactful message make it compelling. It's not just about promoting a product but about making a difference in the world. [Ecosia’s] campaign success lies in its ability to connect with the audience on a deeper, emotional level, making it a powerful example of purpose-driven marketing.” — Sarah Berthe, founder at SEO with Sarah

What Is An Ad Campaign?

An ad campaign refers to a collection of advertisements that use similar tones, messaging, and design assets to portray a similar message. Businesses can optimize specific portions of an ad campaign for different platforms, which can help brands continue to promote their messages through a product’s lifecycle without boring or frustrating their audience.

The most common platforms marketers include in ad campaigns include the following:

• Print: Newspaper ads, physical mail, and magazine advertisements are some of the most common forms of print advertising.
• Email: Catchy subject lines and time-sensitive messages usually comprise email ads that users can view on smart devices from virtually anywhere.
• Media: Many marketers will design media-specific campaigns, from television to radio. These types of campaigns can even show up on social media platforms.
• Social Media: From in-app advertisements to pop-up notifications and video ads, social media has become one of the most popular platforms for ad campaigns. 
• Search Engines: Search engines use an auction-based system to allow marketers to bid on keywords and advertise services or products on search engine results pages.

Types of Ad Campaigns

Before creating an ad campaign , it’s important to understand the different types of campaigns and when to use them. There are four main types of ad campaigns: 

• Informative: Informative campaigns are meant to inform customers about products, services, promotions, and more. These campaigns usually aim to increase brand awareness, authority, trust, and loyalty.
• Persuasive: Persuasive campaigns are designed to encourage readers to make a decision. These campaigns can target products, sales, subscriptions, time-sensitive promotions, and other conversion-centric decisions.
• Reminders: With so many advertisements flooding the average person’s day-to-day life, reminder ads simply remind audience members of their purchasing options — including expiration dates for rewards and promotions.
• Reinforcement: The purpose of reinforcement ads is to reassure customers of their decisions and provide guidance about the best ways to use or enhance their product experience after purchasing.

Elements of a Successful Ad Campaign

No matter what ad campaign you create, there are usually two key components: a target audience, and campaign goals. Whether your campaign is designed to sell a product or promote a service, including these elements in your campaign’s design can help you succeed.

Audience-Centric

A successful ad campaign keeps its audience in mind, and always engaged. Whether your campaign aims to increase brand awareness, attract new customers, or keep the interest of previous customers, you need to know and understand your target audience to create an audience-centric campaign.

While an ad campaign uses various types of advertisements across different platforms, it is still a singular campaign attempting to reach specific goals. To be successful, each component of the campaign must be cohesive — even if you design them for different audiences or platforms. A creative project management plan for an advertising campaign can ensure that your language, tone, design assets, and other campaign elements follow a singular set of guidelines.

Visually Appealing

Unless you are solely advertising on audio-only platforms, the visual appeal of your ads can greatly affect their success. Using engaging colors, unique fonts, and fun illustration styles can increase the appeal of an ad campaign’s offerings. Plus, by prioritizing color contrast and character representation in a campaign’s designs, marketers can make advertisements both accessible and appealing — this can greatly increase a campaign’s potential reach while respecting individual needs.

Clear Messaging

All components of a single campaign need to focus on and prioritize a single message. Whether promoting a new product, giving away a free trial, or increasing brand awareness, your advertisements should all use clear, straightforward messaging focused on the same outcome.

Goal-Focused

Along with clear messaging, an ad campaign should be focused on a specific goal, or goals. Your messaging will change depending on the action you want your audience to take. For example, if you want your audience to trust you, you must create informational, researched-based advertisements designed with their needs in mind. Before creating any promotional material, decide on a campaign’s goal and adjust your language, visuals, and medium choices.

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Essay On Advertisement

500 words essay on advertisement.

We all are living in the age of advertisements. When you step out, just take a quick look around and you will lay eyes upon at least one advertisement in whichever form. In today’s modern world of trade and business, advertisement plays an essential role. All traders, big and small, make use of it to advertise their goods and services. Through essay on advertisement, we will go through the advantages and ways of advertisements.

The Various Ways Of Advertisement

Advertisements help people become aware of any product or service through the use of commercial methods. This kind of publicity helps to endorse a specific interest of a person for product sale.

As the world is becoming more competitive now, everyone wants to be ahead in the competition. Thus, the advertisement also comes under the same category. Advertising is done in a lot of ways.

There is an employment column which lists down job vacancies that is beneficial for unemployed candidates. Similarly, matrimonial advertisement help people find a bride or groom for marriageable prospects.

Further, advertising also happens to find lost people, shops, plots, good and more. Through this, people get to know about a nearby shop is on sale or the availability of a new tutor or coaching centre.

Nowadays, advertisements have evolved from newspapers to the internet. Earlier there were advertisements in movie theatres, magazines, building walls. But now, we have the television and internet which advertises goods and services.

As a large section of society spends a lot of time on the internet, people are targeting their ads towards it. A single ad posting on the internet reaches to millions of people within a matter of few seconds. Thus, advertising in any form is effective.

Benefits of Advertisements

As advertisements are everywhere, for some magazines and newspapers, it is their main source of income generation. It not only benefit the producer but also the consumer. It is because producers get sales and consumer gets the right product.

Moreover, the models who act in the advertisements also earn a handsome amount of money . When we look at technology, we learn that advertising is critical for establishing contact between seller and buyer.

This medium helps the customers to learn about the existence and use of such goods which are ready to avail in the market. Moreover, advertisement manages to reach the nooks and corners of the world to target their potential customers.

Therefore, it benefits a lot of people. Through advertising, people also become aware of the price difference and quality in the market. This allows them to make good choices and not fall to scams.

Get the huge list of more than 500 Essay Topics and Ideas

Conclusion of Essay On Advertisement

All in all, advertisements are very useful but they can also be damaging. Thus, it is upon us to use them with sense and ensure they are entertaining and educative. None of us can escape advertisements as we are already at this age. But, what we can do is use our intelligence for weeding out the bad ones and benefitting from the right ones.

FAQ on Essay On Advertisement

Question 1: What is the importance of advertisement in our life?

Answer 1: Advertising is the best way to communicate with customers. It helps informs the customers about the brands available in the market and the variety of products which can be useful to them.

Question 2: What are the advantages of advertising?

Answer 2: The advantages of advertising are that firstly, it introduces a new product in the market. Thus, it helps in expanding the market. As a result, sales also increase. Consumers become aware of and receive better quality products.

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The Easy Guide to Writing an Epic Campaign Proposal

Updated on: 10 September 2024

What makes a great campaign proposal?

It starts with thorough research and outlining effective strategies, but the power lies in great writing. In fact, it’s in persuasive writing. And a big part of persuasive writing is linked to visuals.

In this guide, we will look at how you can write a winning campaign proposal using easy visual techniques .

Identify Your Campaign Objective

You have to do what you have to do first – and that is establishing your marketing campaign’s objective or objectives.

Is it to increase your online traffic to your eCommerce store by 10%? Is it to boost conversions by 20% within the next six months?

Whatever your objective is, it should be your proposal’s first priority. Be as specific as you can be and add a description explaining what your objective is.

Show Research Result for the Campaign

Once you have determined your campaign objectives, you need to question how you will achieve them.

Look into all the possible and efficient ways you and your team can complete your objectives. Plus you will also need to explore other factors, such as resources, shareholders, and competitors etc. that may affect your campaign or alter your approach towards it.

Analyze your data and include the key findings in your research section. You can showcase your data in either bullet points or use a mind map like the one below to present your data tidily in your proposal.

Click on the template to edit it online

Explain Your Target Market

This section is dedicated to describing who will benefit from your campaign and how.

Here you may need to highlight both quantitative (i.e. age, location, occupation etc.) as well as qualitative data (i.e. challenges, goals, ambitions etc.). There could be several different personas within a single market segment depending on your campaign or your business. Accordingly, you may need to create several buyer personas.

You can use a user persona to handily represent the data in your proposal without cluttering up the pages for this one.

User persona template for campaign proposal (Click on the image to edit online)

Outline Your Campaign Strategies

This is where you will outline the strategies that you will implement throughput your campaign.

While you outline the steps, you need to include the resources that you may need as well as the costs.

A flowchart or a process map can be used to map out the steps that you may need to take to complete your strategies successfully.

Map Out the Timeline with a Gantt Chart

With a Gantt chart , you can clearly outline a tentative timeline that spans the duration of your marketing campaign.  This will help you highlight how you plan to proceed with your proposal once you get the support you need.

Following is a Gantt chart that you can edit right away. Add the timeline and the information by clicking on it.

Add a Brief Summary of the Campaign Proposal

The final section of your campaign proposal should be a conclusion that summarizes everything you’ve discussed so far. Make sure to keep it brief while sounding persuasive.

Proofread Your Proposal before Presenting

Last but not least, make sure that your campaign proposal is devoid of any errors and convey the information without confusing the receiver.

Let’s Get Started on Your Campaign Proposal

We’ve covered the steps that you need take to create a campaign proposal. We’ve also provided some handy templates that you can use to completely transform your mundane proposal into something epic – something that would get heads turned!

So what are you waiting for? Let’s get your proposal approved.

If you are looking to update your marketing plan after creating your marketing proposal, we’ve got a comprehensive guide to marketing planning that you can refer to.

Join over thousands of organizations that use Creately to brainstorm, plan, analyze, and execute their projects successfully.

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2. Advantages and Disadvantages of Online Advertising: Navigating the Digital Marketplace

3. The Role That Consumer Behavior Plays on Advertising and Cancel Culture

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7. How Advertising Influences Consumer Behaviour

8. The Advertisement Analysis Of The Pears Soap

9. The Analysis Of Small World Machines Advertisement

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12. Advertisement Analysis: Analysing The Old Spice Ad

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Advertising Campaign Basics (+ How to Make Yours Successful)

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Advertising campaign basics

The advertising campaign process, how to make a successful advertising campaign.

I love pancakes. A lot of people do.

However, the number of people who try to leave their couches and walk over to the nearest IHOP has been declining since 2010.

So, in 2018, IHOP developed a campaign that would hopefully raise brand awareness and sales. The solution? Change the name to IHOb.

It was ridiculous. It was confusing. It was a nightmare. Nobody could determine why an entire company would change its name or what the “b” could stand for. What was supposed to be a fun and exciting campaign turned into a monsoon of ridicule from Twitter.

But it worked anyway.

Since 2018, the IHOb campaign has inspired over 20,000 news articles, almost 950,000 conversations on Twitter, 36 billion overall social media impressions, and quadrupled sales.

All for the addition of burgers to their menu.

Advertising campaigns are one of the biggest opportunities a brand has to really stretch its creative muscles. In IHOP’s case, those muscles might have been stretched a little too far. Advertising campaigns are a way to make people aware of change, bring back forgotten products, or show that your brand is participating in a social change. Overall, it’s a creative solution to connect with your audience.

What is an advertising campaign?

An advertising campaign is a series of advertisements with a single theme or message. Advertising campaigns are often put in place across multiple media channels. The campaign may focus on the brand itself or products within the brand. Advertising campaigns are typically targeted towards a predefined target audience.

Planning and executing an advertising campaign is an enormous project.

If you don't have an in-house advertising team or a lot of time on your hands, it might be a good idea to consider hiring an advertising agency to help you out with the development and tracking of the campaign.

If you think you’re ready to take on the challenge, keep reading to learn more about the process behind an advertising campaign as well as how to twist your campaign so that it stands out through the clutter.

Want to learn more about Cross-Channel Advertising Software? Explore Cross-Channel Advertising products.

Ad campaigns don’t plan, write, or execute themselves. Here are the boxes you need to check to make an effective advertising campaign.

1. Know your objective

Before deciding to create an advertising campaign, know why you’re doing it. Typical objectives include (a) informing people about your brand, product, or service (b) persuading them to take action, whether that be purchasing, subscribing, or visiting a website or store (c) publicizing what you’re offering to an audience.

2. Define your audience

While your advertising campaign could be targeted toward the entire human race, there’s a better chance that it will be more productive to target a specific customer profile or target audience. When creating your message, be sure that it’s one that this audience can relate to and establish a clear call to action.

What do you want them to do when they see your campaign? Less is more here. One message with one call to action is perfect; more than that, it could become confusing to understand and difficult for your audience to prioritize.

3. Define your metrics

With all of the time and money spent on this campaign, it’s going to be important to know how well it's doing in the real world.

Coming up with key performance indicators (KPIs) can help you and your team understand what’s working well and what needs to change in the future to make the results more effective.

Determining quantifiable indicators for your advertising campaign depends on the objectives you have. If your objective is to increase brand awareness, track mentions, follows, and hashtags on social media. If your objective is to generate more leads online, consider using marketing analytics software to help you to collect data on campaigns distributed across multiple online channels, analyze and compile data, and visualize those data points in a way that’s easy for the whole team to understand.

4. Create a budget

An advertising budget estimates the money you’ll be spending throughout the campaign. Consider the media you’ll be using, how that media will be produced, how long your campaign will last, as well as any other factors that involve the payment for a top-notch result.

When determining a budget, it’s important to consider the return on investment (ROI).

Overspending on a campaign and making a minimal profit is not going to be a fun meeting with your boss.

5. Determine the frequency

The frequency at which your campaign appears will play a large part in your budget, hence the reason it gets its own checkbox. There are three typical ways in which a campaign can be scheduled:

Continuity: Also called “straight-through” advertising, this method involves the scheduling of advertisements in a campaign consistently throughout the year.

Flighting: This method alternates between a regular running schedule and then a complete halt of all advertising. The word “flighting” refers to the part of the method in which the advertisement is being run, while the period where the advertisement is not being run is known as a “hiatus”.

Pulsing: This method pays attention to trends in the market. Pulsing involves scheduling advertising at a low volume throughout the year and raising the volume during peak selling periods for the product or service. Think of seasonal products or services such as winter coats or cruises for these campaigns.

6. Creative process and execution

Once you have all of your quantitative factors in order, it’s time to make sure that your execution is as high quality as possible. The creative process and execution are what will make your advertisement successful or a complete failure. It all depends on the angle you and your team choose to take.

It takes more than just the above steps to create a successful advertising campaign. Below are a few tips to help you on your way.

1. Be unforgettable

Being bold is the new black. Brands that take an extra step to say something that nobody else dares to whisper is an extremely effective tactic for gathering attention and a good predictor for a chance at a viral marketing campaign.

In 1911, Woodbury Soap Company was the first advertisement to use sex appeal. The creator, Helen Lansdowne Resor, took it upon herself to employ a taboo topic in a public ad campaign. It resulted in an enormous success, and the campaign, along with the slogan “Skin You Love to Touch,” was used into the 1940s.

Source: Campaign

The advertisement was the epitome of unforgettable. We’re still talking about it, and over a century later, it’s hard to think of an advertisement that doesn’t use sex to sell.

2. Be trendy

No matter what medium your campaign takes place on, make sure that the message is one that’s relatable to your audience. If the message isn’t personally meaningful to your audience, you’ll lose them. The size of your brand doesn’t matter.

One of Spotify’s biggest assets is the endless list of pre-made playlists for every mood imaginable. They used this benefit in their most recent advertising campaign, combined with something every millennial can relate to: memes. Along with the overall ad design, the concept behind them was clever enough to catch on and win the hearts of every angsty twenty-something.

Source: Billboard

3. Be authentic

False advertising isn’t going to get your brand positive attention. But authentic advertising will.

Leading with transparency is arguably the top trait of trustworthy brands. With all of the Photoshopped models and flawless landscapes in advertisements today, breaking through that wall of perfection in your advertising campaign makes for refreshing content.

One of the most well-known, authentic advertising campaigns that comes to mind is Dove’s Real Beauty Campaign. In 2013, Dove released a campaign that highlighted real women with features outside of the stereotypical beauty standards: freckles, wrinkles, scars, and any other “imperfection” you could think of.

Source: Dove

Their authenticity, juxtaposed with the plethora of competing beauty ad campaigns, drew in some serious attention. The raw, heartwarming campaign is still talked about today.

4. Be simple

When a book has too many characters, plot points, and twists, it makes it difficult to finish. The same goes for an advertising campaign. Keeping a single theme throughout the entire campaign makes your message clear and impactful. More than one idea might confuse viewers that could have been potential customers.

Not only does simplicity make the message stand out, but it also makes the overall ad design easier to look at. Follow the storyline, stick to the point you’re trying to make, and you’ll be golden.

RXBAR is a company that makes protein bars with completely pure ingredients, and they’re very upfront about it. The simplicity of the brand is reflected heavily in all of its marketing materials and packaging design , and its advertising campaigns are no different. Straightforward, simple, and to-the-point print ads are what knock RXBAR campaigns out of the park.

Source: Brandless

5. Be different

It’s easy to see that there are some advertisements that really go with the grain. Jewelry commercials feature couples, car advertisements feature dusty roads, pharmaceutical advertisements feature nature, and soap advertisements focus on beauty and hygiene.

But what if your advertisement didn’t follow the norm?

Going against the grain may feel ridiculous and risky, but careful planning and execution can help your brand stand out, intrigue your audience, invite engagement, and make a lasting impression.

Advertisements for candy are usually bright, colorful, and fun. Skittles is different.

Since 1994, “Taste the Rainbow” has been a running campaign for the candy company, making it one of the longest-running campaigns in advertising history. Their TV commercials are increasingly awkward, absurd, and just plain bizarre. Think Skittlespox, for instance. You know exactly which advertisement I’m talking about, and that’s just part of the proof that the campaign is a success.

Flip the script

The goal of an advertising campaign isn’t to infuriate an entire community off a bunch of people on Twitter like IHOP did. The goal is to bring attention to your brand and your product by being different, simple, trendy, and unforgettable.

Like IHOP did.

Posters and TV commercials don’t always cut it. Take your campaign to the next level with experiential marketing .

Daniella Alscher

Daniella Alscher is a Brand Designer for G2. When she's not reading or writing, she's spending time with her dog, watching a true crime documentary on Netflix, or trying to learn something completely new. (she/her/hers)

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Advertisement Analysis – How to Write & Ad Analysis Essay Examples

🔝 top-10 advertisement analysis examples, 🖥️ advertisement analysis – what is it, 🤓 steps of an ad analysis, 🌟 advertisement analysis essay examples, 📝 advertisement analysis research paper examples, 💡 essay ideas on advertisement analysis, 👍 good advertisement analysis essay examples to write about, 🎓 simple research paper examples with advertisement analysis, ✍️ advertisement analysis essay examples for college, 🏆 best advertisement analysis research titles.

In this day and age, advertising is everywhere, from billboards and TV commercials to social media feeds and mobile apps. It’s an essential tool many companies use to draw customers’ attention and showcase their products and services. However, creating a compelling and distinctive advertisement is more challenging than it seems, and professionals often rely on ad analysis to achieve this goal. Advertisement analysis is a form of research that examines advertisements’ effectiveness and impact on society. Below, we will discuss how advertisement analysis can help businesses develop successful ad campaigns while ensuring their ads are ethical and socially responsible.

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Ad analysis is a type of research that experts use to develop compelling and eye-catching advertisements . It addresses each step of the ad’s creation process. Such an approach has become increasingly common because it shows marketing techniques’ impact on human consciousness. Experts evaluate the effectiveness of an ad using qualitative and quantitative methods , which help them create better advertisements. Language, imagery, and music used in a successful marketing campaign are just a few examples of what makes up effective ad messaging.

How to analyze the advertisement? While every company and its marketing team may have their own approach to ad analysis, the framework usually includes these 5 major steps:

Gather information. Before starting a project, looking up information about the product is vital. Make a SWOT analysis of the company for which you are conducting an ad analysis. This method will help you identify potential market opportunities and internal weaknesses.

Find target-audience preferences. To choose the perfect media tools for your marketing campaign, you must know your ad’s target audience . Knowing your audience will also assist you in learning how to convince the customers to get interested and purchase the product you are advertising.

Start questioning. You have to create a list of detailed inquiries regarding the advertisement. These questions will aid in finding information about the message or context of the ad . Also, it will help you understand which areas require more research and improvement.

Examine the strategic and tactical components. During this step, you first need to identify the objective. Make sure the message is conveyed clearly so the advertisement can serve its intended purpose. Then, you need to identify the target message. It’ll help to create a brief messaging framework.

Onlook the results. You have to watch whether your advertisement analysis works or not. Analyze how many new customers you receive after publication and your product’s popularity level. That way, you will both improve your research and gain experience for your next project.

Here you can find 2 incredible examples of advertisement analysis essays! The primary focus of each report is to examine how the created advertisement will affect potential customers.

Essay sample #1 – Pepsi advertisement

Target Audience: Pepsi targets consumers in their teens, early 20s, and early middle age. Pepsi print is of bright color , and that instantly attracts customers’ attention. In the commercial, many young people with happy smiles enjoy life, skating on the board and drinking Pepsi.

Implicit messages: The appearance of joyful teens in the Pepsi ad makes you want to buy this drink. The advertisement suggests that after consuming the product, you’ll feel like you’re living your best life.

Essay sample #2 – YSL perfume advertisement

Target Audience: YSL perfume advertisement targets women of early middle age. In the ad, the women are confident, independent, and successful. The advertisement connects the sensation of freedom and high status in society to the perfume itself.

Implicit messages: The advertisement appeals to those who want to make their own rules. YSL customers are women, so the company creates an image of powerful yet feminine females. The commercial suggests that after buying the perfume, you will embrace freedom and will be able to set old bridges on fire.

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BusinessEssay. (2024, May 11). Advertisement Analysis – How to Write & Ad Analysis Essay Examples. https://business-essay.com/analyses/advertisement-analysis-research-paper-examples/

"Advertisement Analysis – How to Write & Ad Analysis Essay Examples." BusinessEssay , 11 May 2024, business-essay.com/analyses/advertisement-analysis-research-paper-examples/.

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BusinessEssay . "Advertisement Analysis – How to Write & Ad Analysis Essay Examples." May 11, 2024. https://business-essay.com/analyses/advertisement-analysis-research-paper-examples/.

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Creativity in Advertising: When It Works and When It Doesn’t

• Werner J. Reinartz
• Peter Saffert

Ask a professional in the business what the key to success is in advertising, and you’ll most likely get an answer that echoes the mantra of Stephan Vogel, Ogilvy & Mather Germany’s chief creative officer: “Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and […]

Reprint: R1306H

Do highly creative ads really inspire people to buy products? Studies have found that creative messages get more attention and lead to positive attitudes about the products, but there’s little evidence linking those messages to purchase behavior. To address this gap, Reinartz and Saffert developed a consumer survey approach that measures perceived creativity along five dimensions—originality, flexibility, elaboration, synthesis, and artistic value—and applied the approach in a study of 437 TV ad campaigns for 90 fast-moving consumer goods brands in Germany. The study then linked the assessments to sales figures for the products.

The findings confirm that creative campaigns are, in general, more effective than other types of ads. The research also shows that the various creativity dimensions deliver different results. Elaboration, for instance, had a far more powerful effect on sales than did originality, a more commonly used dimension. Indeed, many companies focus on the wrong dimensions in their campaigns. This article reveals which product categories are best suited to creative advertising and which dimensions of creativity have the most influence on sales.

Ask a professional in the business what the key to success is in advertising, and you’ll most likely get an answer that echoes the mantra of Stephan Vogel, Ogilvy & Mather Germany’s chief creative officer: “Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and builds a fan community…faster.”

• WR Werner J. Reinartz , director of the Center for Research in Retailing (IFH) and professor of marketing at the University of Cologne, researches firms’ customer strategies and is a coauthor of Customer Relationship Management: Concept, Strategy, and Tools (Springer Books, 2018).
• Peter Saffert is a research associate at the University of Cologne in Germany.

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Advertising Campaigns Essays

Promotional writing in english – foodpanda, do we really need this, the best and worst digital ad campaign: greenpeace and dolce & gabbana, 3hk’s commercial advertising campaigns, popular essay topics.

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Advertising Campaigns in Marketing Essay

• To find inspiration for your paper and overcome writer’s block
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Advertising campaigns play an essential role in helping promote a product to the target audience. Branding ads are usually displayed on social media or various websites to raise customer awareness and loyalty to a particular brand (Kovalenko, 2021). The marketing ad that I chose is Nike’s “Just Do It” campaign and logo. I find this ad compelling because it is recognizable, captivating, motivational, and memorable.

Ads include but are not limited to such features as logo, unique font, packaging, and pricing. The latter two may not always be included if the purpose of marketing is to increase the general awareness of the brand. For example, Nike’s ad usually consists of the image of its most featured sports shoes, the curved ribbon, and the company’s name (Kovalenko, 2021). All ads contain the brand’s short but effective slogan, “Just Do It,” which became associated with Nike even among those who do not frequently purchase apparel from this company. This ad’s primary purpose was to make the brand recognizable. Thus, it was meant to be inspiring as well as connected to emotion to ensure that the slogan built a strong correlation between the marketing campaign and Nike in the minds of consumers. Moreover, the company’s video “Just Do It” ads often feature famous marathon runners, basketball players, tennis champions, and football stars. Overall, I chose this specific group of ads because I think it was an effective marketing strategy that developed over time into a brand image since, when seen, it is immediately associated with Nike.

In summary, ads became effective marketing techniques to increase brand recognition and customer loyalty. The ad that I chose was Nike’s “Just Do It” advertising campaign, both images and videos. The success of this ad is in its simplicity and motivational nature, which made the brand memorable and recognizable, as well as inspired more people to purchase Nike’s products and increase their interest in sports.

Kovalenko, I. (2021). What is brand advertising, and how to start branding campaign? Smartyads. Web.

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2021 Theses Doctoral

Essays on Digital Advertising

Gritckevich, Aleksandr

Digital advertising has seen dramatic growth over the last decade. Total digital ad spending in the US has increased 6 times between 2010 and 2020, from $26 billion to $152 billion(eMarketer). This impressive development has in turn sparked a huge stream of literature studying all the different aspects of advertising in the digital media. My dissertation contributes to this literature via two essays. In the first essay, I consider a very important topic of ad blocking, that in the recent years has become a significant threat to advertising supported content. With a specific focus on consumer and total welfare, I show the detrimental role of the adblockers’ current revenue model in decreasing content quality, consumer surplus and total welfare. In the second essay, I study demand learning in digital advertising markets, where firms learn over time how their advertising campaigns impact consumer demand by using their advertising campaign outcomes in earlier periods. By developing an analytic model, I demonstrate in several scenarios, such as monopoly and competition, that learning has an ambiguous effect on the key market parameters and, in particular, on the equilibrium advertising and quantities.

Geographic Areas

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• Internet advertising
• Internet marketing
• Consumption (Economics)

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Home — Essay Samples — Sociology — Sociology of Media and Communication — Marketing and Advertising

Essays on Marketing and Advertising

The importance of writing an essay on marketing and advertising.

Writing an essay on marketing and advertising is essential for students studying business and communication. It helps them to understand the key concepts and strategies used in promoting products and services. Additionally, it allows them to analyze the latest trends and developments in the field, which is crucial for staying competitive in the industry.

Furthermore, writing an essay on marketing and advertising helps students to develop critical thinking and analytical skills. They learn how to research and evaluate different marketing techniques and their effectiveness, as well as how to present their findings in a coherent and convincing manner.

Here are some tips for writing a successful essay on marketing and advertising:

• Choose a specific topic: Narrow down your focus to a particular aspect of marketing or advertising, such as social media marketing, consumer behavior, or brand management.
• Conduct thorough research: Use reliable sources to gather information and data to support your arguments and claims. This could include academic journals, industry reports, and case studies.
• Organize your ideas: Create an outline to structure your essay and ensure that your arguments flow logically and coherently.
• Provide real-life examples: Use relevant examples from the industry to illustrate your points and make your essay more engaging and persuasive.
• Be critical and objective: Evaluate different marketing and advertising strategies objectively, considering their strengths and weaknesses.
• Use clear and concise language: Avoid jargon and technical terms unless necessary, and ensure that your writing is clear and easy to understand.
• Proofread and edit: Finally, make sure to review and revise your essay to eliminate any spelling or grammar errors and improve its overall clarity and coherence.

The Best Marketing and Advertising Essay Topics

• The impact of social media on marketing and advertising strategies
• The role of influencer marketing in brand promotion
• The effectiveness of traditional advertising vs. digital marketing
• The importance of storytelling in marketing and advertising
• The Impact of Advertising on Consumer Behavior and Society
• The Power of Persuasion: A Reflective Analysis of Advertising Campaigns
• The psychology of consumer behavior and its influence on marketing strategies
• The Role of Financial Projections in Creating a Successful Business Plan
• The evolution of marketing and advertising in the digital age
• The ethical implications of marketing and advertising practices
• The use of data analytics in marketing and advertising decision-making
• The significance of branding in marketing and advertising
• The role of customer engagement in successful marketing and advertising campaigns
• The impact of globalization on marketing and advertising strategies
• The future of artificial intelligence in marketing and advertising
• The power of emotional branding in marketing and advertising
• The challenges of marketing and advertising to Generation Z
• The role of mobile marketing in reaching today's consumers
• The rise of video marketing in the digital era
• The impact of influencer marketing on consumer purchasing decisions
• The effectiveness of personalized marketing in today's competitive landscape
• The role of customer reviews in shaping marketing and advertising strategies
• The importance of integrated marketing communications in reaching target audiences
• The impact of cultural diversity on marketing and advertising campaigns
• The role of content marketing in building brand awareness and loyalty
• The significance of customer retention in marketing and advertising efforts
• The impact of emerging technologies on marketing and advertising strategies
• The challenges and opportunities of marketing and advertising in the age of information overload
• The importance of understanding and adapting to consumer trends in marketing and advertising
• The role of social responsibility in marketing and advertising campaigns
• The significance of customer relationship management in marketing and advertising
• The impact of environmental sustainability on marketing and advertising strategies
• The role of neuromarketing in shaping consumer perceptions and behaviors
• The challenges of marketing and advertising to different generations, such as Baby Boomers, Gen X, Millennials, and Gen Z
• The significance of customer segmentation in targeted marketing and advertising efforts
• The impact of visual storytelling in marketing and advertising campaigns
• The role of virtual and augmented reality in shaping the future of marketing and advertising
• The importance of data privacy and security in marketing and advertising practices
• The role of humor and emotional appeal in effective marketing and advertising
• The significance of understanding and leveraging cultural differences in global marketing and advertising campaigns
• The impact of word-of-mouth marketing in the digital age
• The challenges and opportunities of marketing and advertising to diverse and multicultural audiences
• The role of customer experience in shaping marketing and advertising strategies
• The significance of omnichannel marketing in today's interconnected consumer landscape
• The impact of experiential marketing on consumer engagement and brand loyalty
• The role of storytelling and narrative in effective marketing and advertising
• The importance of understanding and adapting to generational differences in marketing and advertising
• The significance of emotional branding in building strong connections with consumers
• The impact of customer reviews and testimonials on purchasing decisions
• The role of user-generated content in shaping marketing and advertising strategies
• The importance of personalization in marketing and advertising efforts
• The impact of artificial intelligence and machine learning on marketing and advertising
• The challenges and opportunities of marketing and advertising in the age of digital disruption

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Chapter 6: 21st-century media and issues

6.3.4 Understanding advertising literacy (research essay)

English 102, november 2020.

In today’s society it has become an everyday thing to see commercials and advertisements because of all the technological advancements that have been made throughout the past few years. Speaking from personal experience, I see some sort of advertisement that is trying to persuade me to buy something almost every single day. I think almost everyone else can also agree that they see advertisements around them as well on a daily basis. Whether it is a sponsored ad on some sort of social media, such as Instagram, or it is a billboard that you see driving on the highway, businesses are constantly trying to persuade people to buy their products. Therefore, media literacy is in everyday activities even if someone does not realize it. This goes to show how important it is for people to have knowledge and understanding of what businesses are trying to persuade people to do with these advertisements. It is crucial for people to understand how advertisers communicate with the public. A specific question that has been researched and analyzed by social scientists is how do advertisers use persuasive techniques within advertisements to communicate with the public.

Speaking from personal experience of having to make a poster that advertised a show, I can relate to the advertiser and understand what needs to be incorporated into an advertisement in order to connect with the public. In high school I was in an AP Studio Art class. One of the directors from the Cincinnati School of Rock, who was friends with my high school art teacher, was interested in my work and wanted me to design a poster for one of their upcoming performances. The design of the poster had to be 80s themed, so I had to keep in mind that for the lettering of the writing had to be some sort of 80s looking font. I decided to draw the design for the poster and then transferred it onto the computer. When doing this I drew the design on paper with colored pencils and micron pens. Then I used a scanner to scan the picture and put it on the computer, where I changed the coloring, size, and placement of the design. I then had to think about how I was going to incorporate the writing on the poster. I hadn’t realized how many aspects of the writing that had to be taken into consideration when making the poster. I had to think about what type of font to use, the size of the letters, the placement of the information that needed to be on the poster, and of course what the poster needed to say. It was a very lengthy process of trial and error.

I had not realized how much literacy was involved in art and design and making something as simple as a poster. Once the design had been finished, I had to send it into the Cincinnati School of Rock so that they could print off multiple copies to hang up for their show. Seeing the finished product made me feel so accomplished. Surprisingly, most of my time making the poster was spent figuring out little details with the writing on it. This made me realize how many advertisements in the real world had to be made by taking literacy into account. Along with this, visuals in the media have to be made by designers that had to go through a similar process to what I did. The use of literacy is much more common in everyday life than I realized.

Many advertisements in the real world use strong persuasive techniques, and without media literacy someone walking through the city might get taken advantage of by an ad’s techniques. Someone might think that they are buying something that will be useful, but in reality, they might have just bought it because they liked how it looked. This is because of the visual appeal that the advertisement had for the viewer. For example, when walking through the city, people see advertisements that were made by designers that have literacy on them that try to persuade viewers to buy their products. Unknowingly, peoples’ everyday things involved in their lives have literacy. The advertisements are communicate with the viewer to do something or buy something. Along with this speaking from personal experience, I have bought a product purely based off of the advertisement. Scrolling through Instagram I see advertisements for things such as skin products and clothing. Recently I saw an advertisement for Curology and bought it based on the advertisement. They advertised it to be this amazing product that would help get rid of acne. Because of the advertisement and its visual appeal that it had for me, it caused me to be persuaded to buy it. These types of advertisements are everywhere and use different visuals and literacy to catch consumers’ attention. The art and design of these advertisements is communicating with the public.

Personally, I do not usually think about what goes behind the scenes of making an advertisement when I see one. However, after writing about literacy and exploring how it is involved in communication between businesses and the public, I have realized that it exists in almost everything. Along with this because I can relate to the designers that have to design the advertisements with my personal experience, I can see how much that I have to think about when making them. Even with the design of commercials and what they say in them uses literacy. There are words incorporated into the visual design and the meaning they are trying to present. Most of the time there are always words within an advertisement because they have to get their point across to whoever is looking at it. Another reason why media literacy is so important is because people can have more knowledge about what an advertisement is trying to sell them. With this knowledge people will not be taken advantage of by companies that try and sell their product, even if it is not actually how it appears in the advertisement. Overall, I have realized that literacy is a big part of the world and how it functions in everyday activities.

Because of the vast ever-changing world, businesses in the economy are constantly trying to make a profit and connect with the public by using commercials. There have been multiple studies that have been researched on how people are affected by commercials. Along with this it is important for people to understand the techniques that are used in commercials. One of them is targeting youth. Because of the fact that kids are still so innocent, and they have not developed critical thinking skills, yet it is easier for advertisers to persuade younger kids. They lack the knowledge to think for themselves and form their own opinions because of constant outside sources, trying to get them to think a certain way. A media literate person is able to recognize the purpose of the commercial that is being shown and the message that is addressed.

They are also able to tell what specific group the ad is trying to target and how the values in the advertisement are able to influence the viewer. Recognizing that children see many commercials on television in a day is important when understanding how they are also influenced by these advertisements that they see on a daily basis. Because advertisements are played so often children are shown to be able to recognize brand names and logos. This is what advertisers want to happen. This idea is shown through certain studies done on children to demonstrate their attitudes and thinking skills to have to do with commercials. For example, in a specific research study, that is discussed in the article “Teaching Media Literacy Skills About Commercials: A Comparative Analysis of Media Literacy Instruction,”, written by Christina Love, eighth grade kids’ attitudes, behaviors, and knowledge about commercials were studied (Love,3). Those who were taught media-related terms and did the activities that helped them be aware of certain things within media literacy were in the end able to recognize when commercials use selling techniques, target their specific audience, and use social values along with stereotypes (Love,4). Along with this as kids start to gain knowledge of advertising literacy, they are able to pick up on the techniques used by advertisers such as emotional appeal which causes them to have a connection with the advertisement (Love 13). Along with these adolescents lack interpretations of commercials, unlike adults. One of them being “conceptual advertising literacy,” which is how someone’s knowledge develops throughout their life due to the more experiences that they have (Hoek, Rozendaal, van Schie & Moniek 3). Adults have had many more experiences than a younger child has just because they are older and have had more opportunities in their life. Overall, children lack critical thinking skills to acknowledge how an advertisement is affecting them and the way that they feel or think about a certain thing.

Another technique used by advertisers that aim at younger kids is the overplaying of their commercials. With repetition of showing a certain product or advertisement, kids specifically are able to remember that commercial later on in their life due to long term memory and the constant exposure to it at such a young age.  Because advertisements are played so often children are shown to be able to recognize brand names and logos. This is what advertisers want to happen. Their goal is to overplay these advertisements repeatedly so that they can be easily memorized by the viewers (Love 15). Their hope of overplaying these advertisements is so that they can later remember them in their adult lives. All commercials are constructed very carefully and are played repeatedly so that they can be easily remembered and are able to target a specific audience (Love 16). Advertisers keep this technique in mind and is very common in the advertising industry. Along with this there are other ways that advertisers connect with the public that people should be aware of and have the knowledge about advertising literacy.

Another part of commercials that advertisers incorporate into the advertisements is indirect advertising. This is very common within targeting the teen population and even the young adult population. These types of advertisement aren’t as direct as a normal commercial may be. One of them being using video creators or other social media influencers, that young kids look up to and admire, to promote a product. Because of the large use of social media in today’s society, younger teens are often persuaded to follow these influencers. They are often seen as being “trendsetters” because of how popular they are (Sophia van Dam & Eva A. van Reijmersdal 1). These video influencers are sponsored by certain businesses to show off their brand and promote it. They are indirectly targeting teens to buy their product.

Today’s adolescents think that because this highly respected and valued person that they don’t even know is promoting a certain product that means that they should follow them and get that product. A lot of stores do this to promote their clotheslines. Viewers often perceive the influencers that they watch as their friends and develop an attachment to them (Sophia van Dam & Eva A. van Reijmersdal 3). The article “Insights in Adolescents’ Advertising Literacy, Perceptions and Responses Regarding Sponsored Influencer Veidos and Disclosures” discusses how in order to “empower adolescents and help them understand the persuasive nature of sponsored influencers videos” it is crucial for them to have an understanding of advertising literacy within the videos (Sophia van Dam & Eva A. van Reijmersdal 2). In the study that is discussed in the article the participants were shown a video of a popular influencer that was sponsored by Doritos to promote their brand (Sophia van Dam & Eva A. van Reijmersdal 6). After the video the participants’ attitudes and moral judgments were observed (Sophia van Dam & Eva A. van Reijmersdal 8). Overall, they found that with advertising literacy teens are able to form their own opinion on a brand rather than just following and automatically agreeing with a certain social media influencer that they look up to and admire.

With the indirect advertising this can play a huge mental role in teens. Because they constantly see video influencers showing off the newest trends, they feel obligated to buy or do what they are doing as well because it’s the “cool” thing to do. This is how advertisers take advantage of teens and younger adults because of the standards and obligations that society sets and affects how people feel and think about who they want to be like. Personally, I find myself doing this as well. Scrolling through Tik Tok I constantly see videos of people who are showing off a product that works well for them. I have bought a skin care product for my acne because it worked well for a random girl that I saw on Tik Tok. Along with this I have found myself buying clothes because I have seen other people wear the same thing in a video before and I thought it looked cute. As ridiculous as it sounds, social media and advertisements constantly control people’s lives and what they do with their lives. Not only are there indirect advertisements on social media, but there are many examples of direct as well. Speaking from personal experience scrolling through social media there will periodically be a sponsored advertisement that pops up on the page and is presenting a sale to the viewer trying to get them to buy a certain product. Overall, indirect and direct advertising is very prevalent in today’s society and people are exposed to it almost every day.

Going off of the idea that advertisers use persuasive techniques within advertisements to communicate to the public, it is not only relevant to the average person’s everyday life but also is relevant to big businesses and business owners. Along with this are the people that actually make the advertisements. They too must have an understanding of advertising literacy so that they know how to connect with the people that they are trying to sell their product to. Along with this, with advertising literacy they will be able to use the advertising techniques that are necessary within their advertisements. People who are actually making the advertisements need to have the knowledge and advertising literacy in order to best understand how to connect to their viewers or the people that they are trying to persuade (O’donohoe 9). There is a lot that goes into making an advertisement. From the words and phrases actually used that are addressing a meaning to the actual design of the advertisement that creates an emotional appeal to the viewer (Lapierre 6). Therefore, it is very important for not only the public eye to have an understanding of advertising literacy but also the people working for the businesses that are making advertisements.

Not only does advertising literacy affect those who are making advertisements and those who are viewing the advertisement, but it also impacts educators. People need to be taught about advertising literacy for life in the real world and the way to do this is for it to be taught in schools by educators. This goes to show that educators need to have advertising literacy in order to inform others about it (King 3). Speaking specifically of educators that this mostly impacts are librarians. Throughout the article, “Popular Sources, Advertising, and Information Literacy: What Librarians Need to Know”, the author talks about “native advertising” and how it is a pretty new form of advertising that has sponsors, fund articles and periodicals that then causes them to have control over the editorial process (King 7). It goes on to talk about how in the past this used to be unethical to allow advertisers to dictate the content of journalism (King 10). Overall, the essay talks about how important it is to understand how advertising impacts editorials that people use. This goes to show and explain why it is not only important for librarians and educators to teach students about advertising literacy for the real world but also for what they read in school as well.

Expanding more on the idea that advertising literacy affects children’s consumer behavior in the study discussed in the article, “Advertising Literacy and Executive Function: Testing Their Influence on Children’s Consumer Behavior”, the study is done in order to show how children’s consumer behavior is impacted by advertisements (Lapierre 3). They found that it is directly associated with consumer behavior (Lapierre 11). Along with this their advertising literacy was shown to have a negative relationship with the parents’ purchase requests (Lapierre 12). This evidence goes to show and explains how children’s consumer behavior is greatly impacted by advertisements. With advertising literacy, advertisements may not negatively impact children as much if they have the knowledge and are aware of what the advertisers are trying to get them to do. This way they can use their own critical thinking skills and form their own views and opinions in a smart and knowledgeable way.

Following up with this, another way children specifically can be greatly impacted on is through food advertisements. These types of advertisements can affect children’s health and what they eat on a daily basis. This can positively affect children, or it can affect them negatively depending on if the advertisement is promoting something healthy or unhealthy(Buttriss 4). This brings up the idea of banning the promotion of foods on children because of how most of the time it negatively impacts them and their health. Throughout the article, “Promotion of Foods to Children – to Ban or Not to Ban?”, it discusses the promotion of food presented to children and how it is characterized by many different types of viewpoints and opinions(Buttriss 5). One side believes that advertising to children should be banned or regulated because of its encouragement towards poor eating habits(Buttriss 3). Whereas on the other hand there are those that believe that companies can self-regulate their advertisements(Buttriss 3). Both sides relate to advertising literacy and either way having a knowledge of advertising literacy is important and applicable in both situations. Therefore, this goes to show how advertising literacy is an important concept that people need to be able to understand even if people have differing opinions on certain issues and topics that advertising literacy has to do with.

Throughout all of the research presented they seem to come to the conclusion that advertising literacy needs to be taught and understood by people because they are constantly surrounded by it in everyday situations. It is crucial for people to be informed and have an understanding of advertising literacy. Specifically, adolescents need to have an understanding of it because they are affected by the different techniques that advertisers use in their commercials in order to persuade them. Along with the research discussed, advertising literacy also relates to Gee’s “What is Literacy”. Gee talks about “discourses” and “identity kits”. These relate to advertising literacy because teens are their own “discourse” and are expected to act and think a certain way (Gee 14). Their “identity kit” impacts how they are supposed to dress within their “discourse” (Gee 14). Advertisements can take advantage of this by persuading them to buy their “cool” or “trendy” product. Gee also talks about “Secondary Discourses” (Gee 15). When teens are taught more about advertising literacy, they are acquiring the skill of how to recognize what the advertisement is trying to get them to do. Along with this within the “secondary discourse” they are able to see who the advertisers are trying to target with the techniques they use within their commercial or indirect advertisement. Therefore, it is important for not only the average everyday person to have advertising and media literacy in todays’ society, but also younger children because they are exposed to everyday advertisements that can affect the way they act and think.

The research overall goes to show that the techniques used by advertisers greatly impact the viewers. Whether it has to do with what it looks like to what the commercial is actually saying, commercials are constantly affecting humans mentally and trying to persuade them. Because this topic is relevant to almost everyone’s lives it is something that needs to be understood and taught to people in order to help them think critically for themselves. Personally, I don’t usually think about what goes behind the scenes of making an advertisement when I see one. However, after writing about literacy and exploring how it is involved in communication between businesses and the public, I have realized that it exists in almost everything. Along with this because I can relate to the designers that have to design the advertisements with my personal experience, I can see how much that I have to think about when making them. Even with the design of commercials and what they say in them uses literacy. There are words incorporated into the visual design and the meaning they are trying to present. Most of the time there are always words within an advertisement because they have to get their point across to whoever is looking at it. Another reason why advertising literacy is so important is because people can have more knowledge about what an advertisement is trying to sell them. With this knowledge people won’t be taken advantage of by companies that try and sell their product, even if it isn’t actually how it appears in the advertisement. Overall, I have realized that literacy is a big part of the world and how it functions in everyday activities.

An, Soontae, et al. “Children’s Advertising Literacy for Advergames: Perception of the Game as Advertising.”  Journal of Advertising , vol. 43, no. 1, 2014, pp. 63–72., doi:10.1080/00913367.2013.795123.

Buttriss, Judy, et al. “Promotion of Foods to Children – to Ban or Not to Ban?”  Nutrition Bulletin , vol. 28, no. 1, 2003, pp. 43–46., doi:10.1046/j.1467-3010.2003.00293.x.

Dam, Sophia Van, and Eva Van Reijmersdal. “Insights in Adolescents’ Advertising Literacy, Perceptions and Responses Regarding Sponsored Influencer Videos and Disclosures.”  Cyberpsychology: Journal of Psychosocial Research on Cyberspace , vol. 13, no. 2, 2019, doi:10.5817/cp2019-2.

Hoek, Rhianne W., et al. “Development and Testing of the Advertising Literacy Activation Task: An Indirect Measurement Instrument for Children Aged 7-13 Years Old, Media Psychology.”  Media Psychology , doi:10.1080/15213269.2020.1817090.

King, Rachel P. “Popular Sources, Advertising, and Information Literacy: What Librarians Need to Know.”  The Reference Librarian , vol. 57, no. 1, 2016, pp. 1–12., doi:10.1080/02763877.2015.1077772.

Lapierre, Matthew A. “Advertising Literacy and Executive Function: Testing Their Influence on Children’s Consumer Behavior.”  Media Psychology , vol. 22, no. 1, 2017, pp. 39–59., doi:10.1080/15213269.2017.1345638.

Love, Christa.  Teaching Media Literacy Skills about Commercials: a Comparative Analysis of Media Literacy Instruction . Library and Archives Canada = Bibliothèque Et Archives Canada, 2009.

O’donohoe, Stephanie, and Caroline Tynan. “Beyond Sophistication: Dimensions of Advertising Literacy.”  International Journal of Advertising , vol. 17, no. 4, 1998, pp. 467–482., doi:10.1080/02650487.1998.11104733.

Rozendaal, Esther, et al. “Reconsidering Advertising Literacy as a Defense Against Advertising Effects.”  Media Psychology , vol. 14, no. 4, 2011, pp. 333–354., doi:10.1080/15213269.2011.620540.

Zamel, Vivian.  Negotiating Academic Literacies: Teaching and Learning across Languages and Cultures . Routledge, 2017.

Understanding Literacy in Our Lives by Molly is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License , except where otherwise noted.

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Essay on Advertising Campaign | Product Promotion | Advertisement

In this article we will discuss about:- 1. Meaning of Advertising Campaign 2. Classification of Advertising Campaign 3. Principles 4. Objectives 5. Steps.

Essay on Advertising Campaign

Essay Contents:

• Essay on the Steps of Advertising Campaign

Essay # 1. Meaning of Advertising Campaign:

The word ‘campaign’ refers to the pla­nned activities that are undertaken to gain a special object in any field of action. In advertising, it is used in the sense of organised and carefully planned use of paid publicity for the accomplishment of a definite purpose.

Essay # 2. Classification of Campaign Advertisement:

Campaign adver­tisement can be divided into:

(a) Zonal Campaign:

The whole market or the country is divided into zones and intensive campaigns are carried out separately, zone by zone. The nature of the potential customers varies from zone to zone and according to technique, language, approach, etc. the advertisements also have to be varied.

(b) National Campaign:

Instead of dividing the market (or the country) into zones, the entire market (or the country) is considered as one area and campaign is carried out on national basis.

(c) Cream Campaign:

Some product or service has a special appeal to a particular section of the community. The campaign is intensified among them. For example, the demand for luxury goods is confined to the rich class of people. The nature of the advertisement shall be such as can be effective on that class of people.

Essay # 3. Principles Involved in an Advertising Campaign:

The principles involved in an advertising campaign are:

(1) Defining the campaign objective or objectives in clear terms for the efforts to be made therefore;

(2) Emphasizing only to a few selected media;

(3) Ensuring domination over the competitors in some parts of the market and in the minds of existing and potential customers, either by appeal or in some form of media; and

(4) Creating a habit or interest among the viewers or listeners by repetition of the advertising message.

Thus, advertising campaign refers to large-scale advertisement done either to introduce a new product or a new type of demand or to fight out a strong competitor who is spelling a lot on advertisement. All possible media are used.

Essay # 4. Objectives of Advertising Campaign:

The purposes or objectives of advertising campaign are:

1. To inform the public about,

The introduction of new products,

The new uses of the existing products,

The superiority and quality of the products in relation to the offers made by the rival and competing firms, etc.

2. To develop and establish a trade character and enhance product image.

3. To create and establish corporate image in the market and in the business world.

4. To remain always in the minds of consumers and convey to than the kinds and qualities of services that the firm is capable to render.

5. To dominate over the competitor’s campaign and increase the patro­nage of the prospective customers.

Essay # 5. Steps for an Advertising Campaign:

In the planning and execu­tion of an advertising campaign, the advertiser should follow the undernoted three main steps:

1. Determination of product-market or service-market scope to decide about the scope and coverage of the campaign.

2. Determination of product distribution or service rendering chann­els to establish and ensure good public relations.

3. Determination of advertising media for effective mass appeal or communication in an economical way.

Related Articles:

• Essay on the Mediums of Advertisement | Promotion Mix | Marketing
• Essay on Advertising: Top 9 Essays | Product Promotion | Marketing
• Difference between Advertising and Publicity
• Choosing the Advertising Media: 3 Factors

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