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Campaigns How It All Comes Together Definitions • Campaign A connected series of activities designed to bring about a particular result. www.tolerance.org/pt/votequest/vq_dictionary.html • Advertising Campaign The creation and coordination of a series of advertisements around a particular theme to promote a product www.glencoe.com/sec/busadmin/marketing/dp/ad_serv/ gloss.shtml Examples GEICO GECKO CAMPAIGN Repeating Element: Gecko Changing: Story GEICO CAVEMAN CAMPAIGN Repeating Elements: Characters and Story GEICO “I just saved a bundle on my car insurance.” CAMPAIGN Repeating: Tag Line Changing: Story / Characters ALL PART OF LARGER Integrated Marketing Campaign Integrated Marketing Campaign Integrated Marketing Campaign Product Development Branding Package Design Point of Purchase Advertising Public Relations Web / Wireless Promotions The Power of a Series Benefits of a Campaign The series of ads shares elements/themes (“motifs”) that allow viewers to see them as part of a group. Ability to have repetition without boring an audience, and ability to target different audiences within the repetition. Other Creative Fields Relying on Series • Interior Design: Rooms in a house • Fashion Design: Garments in a collection Some Repeating Elements in Ads • • • • • • • Visuals Spokesperson / Character Music Tag Line / Slogan Story Colors Etc. Example: Vonage “We all do stupid things.” REPEATS: Words Color bar Theme Story structure Humor Theme song (whistle) CHANGES Situations Assignment: Campaign In a group, develop a campaign idea for a client of your choice and be prepared to present rough sketches and explain your ideas relative to your target audience(s). 1 TV ad concept 2 Print ad concepts 1 Promotion Idea