What makes an advertising campaign effective? In other words, what factors influence whether a message reaches the audience we want, is understandable, memorable, and persuasive enough to trigger some kind of reaction from the public? The truth is, this is not simple — but the type of advertising campaign chosen to address each commercial objective has a lot to do with it.
If you work in the field of marketing and communication, don’t miss this post, because we’re going to summarize the types of advertising campaigns you can use and which is best suited for each business goal. Let’s begin!
Who is your target audience? What is the purpose you want to achieve with the available budget? Which channels will the communication focus on? What physical and digital resources are available? Are you targeting a local, national, or international audience? What stage of the product or service life cycle are you in? All of these questions are very important when choosing the type of advertising campaign you’ll develop.
But before we begin… remember: not all products are suited for every type of content and not all brands need to be present on every channel. It’s also important to consider whether your approach will be based on the product life cycle or the product type. For example:
If the product is in its maturity stage, you’ll need to reinvent it, innovate, and reactivate it. You can add new attributes and communicate them as novelty or added value to spark interest among new customers or encourage repeat purchases from existing ones.
If you want to highlight the qualities of the product type, communication should focus on the product’s unique benefits, customer opinions, and advantages over competitors—without mentioning specific brands, of course.
In short, always seek quality and efficiency in your marketing actions.
Propaganda campaigns are communication strategies carried out with the goal of influencing the opinions, attitudes, and behaviors of a specific audience. Therefore, when we talk about propaganda, we usually refer to politics or organizations pursuing goals other than sales.
In this type of campaign, the message often appeals to emotions and is very direct. For example: a problem and the consequences of not taking a stand are presented. Persuading, informing (or misinforming), and mobilizing are the key objectives.
This type of campaign is widely used by non-profit or solidarity-oriented organizations. They are similar to propaganda campaigns, but the difference is that they seek the common good or the fight for a just cause instead of benefiting the organization itself. For example: a political party uses propaganda to gain supporters, while an NGO aims to attract people’s attention to encourage participation for the benefit of others.
When we talk about institutional or corporate communication, the direct goal is not sales or lead generation, but rather to promote the company’s image and enhance its reputation, which indirectly impacts other objectives.
Some objectives of these campaigns include: communicating brand values to the audience to connect emotionally, fostering loyalty, and promoting trust and transparency.
For example, institutional communication campaigns are carried out during reputation crises, although they should be developed continuously to strengthen brand image and prevent damage from potential crises.
Communication strategies for industries or B2B (business-to-business) refer to communication strategies designed for companies that interact with each other, rather than targeting end consumers.
Their objectives focus on doing business with other companies in the sector and building loyalty with large companies that receive regular supply or services. For example, it’s common to offer services that require prior training or updates, ensuring long-term business relationships.
This marketing strategy involves two or more brands collaborating to launch a joint product, service, or campaign for mutual benefit. It combines the resources and image of both companies to create added value for consumers.
When a cobranding action is carried out, both brands leverage each other’s strengths and benefit from shared visibility. It also provides access to new target audiences and improves reputation.
Although both sponsorship and patronage involve external companies providing support for an action, the difference lies in that patronage is always aimed at supporting charitable or social initiatives, such as donating resources for a charity race. Sponsorship, on the other hand, consists of financially supporting another company that shares similar brand values in order to enhance reputation and visibility. Thus, the goal of both strategies is to strengthen brand image.
These campaigns rely on curiosity and surprise and are most often used when launching new products. For example, in the film industry, teaser campaigns are common for the release of blockbusters. They can also be useful for relaunching a product or announcing improvements and updates.
This type of strategy often works very well when combined with street marketing activities and traditional media such as radio or television.
When a company manages to generate news that is relevant enough to be covered by the media, that’s publicity. The companies featured in these stories do not pay for such coverage, making it a highly effective way to communicate externally. The drawback of this action is that the company cannot control what the media outlet says or how it says it.
We hope you found this post on the different types of advertising campaigns interesting. Discover many more marketing trends by subscribing to Educa.pro!
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