An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication

Integrated Marketing Communications

Integrated Marketing Communications is defined as customer centric, data driven method of communicating with the customer. IMC is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact...

 (IMC). Advertising campaigns appear in different media across a specific time frame.

The critical part of making an advertising campaign is determining a champion theme as it sets the tone for the individual advertisements and other forms of marketing communications that will be used. The campaign theme is the central message that will be communicated in the promotional

Promotion (marketing)

Promotion is one of the four elements of marketing mix . It is the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer's purchasing decision....

 activities. The campaign themes are usually developed with the intention of being used for a substantial period but many of them are short lived due to factors such as being ineffective or market conditions and/or competition in the marketplace and marketing mix

Marketing mix

The term "marketing mix" was coined in 1953 by Neil Borden in his American Marketing Association presidential address. However, this was actually a reformulation of an earlier idea by his associate, James Culliton, who in 1948 described the role of the marketing manager as a "mixer of ingredients",...

.

See also

• Advertising account executive
  Advertising account executive
  An advertising account executive is an employee of a advertising agency who acts as the main link between one or more clients and the rest of the agency. The executive is primarily responsible for the day to day running of one or more client's advertising campaigns...
  
  
• Campaign advertising
  Campaign advertising
  'In politics, campaign advertising is the use of an advertising campaign through newspapers, radio commercials, television commercials, etc.) to influence the decisions made for and by groups. These ads are designed by political consultants and the political campaign staff...
  
  
• Radio commercial
  Radio commercial
  Commercial radio stations make most of their revenue selling “airtime” to advertisers. Of total media expenditures, radio accounts for 6.9%. Radio advertisements or “spots” are available when a business or service provides valuable consideration, usually cash, in exchange for the station airing...
  
  
• Television commercial
• Family in advertising
  Family in advertising
  The image of the Family in advertising has become a prominent symbol in advertising since the industrial revolution and is often used in marketing campaigns to increase profits. Sociologists have viewed such advertisements as both marketing messages, as well as ways in which behavior and attitudes...