Advertising And Advertising Campaigns by Moses Isaac

An advertisement refers to a specific message that has been placed to persuade an audience. An advertising campaign is a series of co-ordinated advertisements that communicate a reasonably cohesive and integrated theme. The theme may itself be made up of several claims or points but should advance an essesntially singular theme. Successful advertising campaigns can be developed around a single advertisement placed in multiple media, or they can be made up of several different advertisements with a similar look, feel and message. Advertising campaigns can run for a few weeks or for many years. The advertising campaign is in many ways, the most challenging aspect of advertising execution. It requires a keen sense of the complex environments within which a marketer must communicate to different audiences and of how these messages interact with one another and audience.

The vast majority of ads you see each day or part of broader campaign. And most individual ads would make little sense without the knowledge audience members have about ads for this particular brand or the product category in general. Ads are interpreted by consumers though the experiences with the product and with previous ads for the brand. When you see a new Co - Cola ad, you make sense of the ad through your history with Coco - Cola and its previous advertising. Even ads for a new brand or whole new product are situated within audiences broader knowledge of products, brands and advertising. After years of viewing ads and buying, each member of the audience brings a rich history and knowledge to every communications encounter.

Audiences For Advertising.

In advertising, audiences are a very important topic indeed. In the language of advertising, an audience is a group of individuals who receive and intepret messages sent from marketers through mass media. In advertising, audiences are often targeted. A target audience is a particular group of consumer singled for an advertisement or advertising campaign. The target market is the target audience in the lingo of advertising. Target audiences are always potential audiences because advertisers can never be totally sure that the message will actually get through as intended. While advertisers can identify dozen of different target audiences, five broad audience categories are commonly described household consumers, members of business organisations, members of the trade channel, professionals and government officials and employees.

Moses Isaac
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