{"id":79012,"date":"2024-03-14T20:59:19","date_gmt":"2024-03-14T20:59:19","guid":{"rendered":"https:\/\/mailrelay.com\/glosario\/advertising-campaigns\/"},"modified":"2026-10-07T01:15:06","modified_gmt":"2026-10-07T01:15:06","slug":"advertising-campaigns","status":"publish","type":"glossary","link":"https:\/\/mailrelay.com\/en\/glossary\/advertising-campaigns\/","title":{"rendered":"Advertising campaigns"},"content":{"rendered":"\n

An advertising campaign is a set of coordinated ads that share a goal, a message and an audience, and that run in one or more media over a specific period.<\/strong><\/p>\n\n

It can be used to build brand awareness, launch a product, boost sales in a particular season or generate leads. What sets it apart from a one-off ad is planning: every piece pushes in the same direction.<\/p>\n\n

What is an advertising campaign?<\/h2>\n\n

A campaign brings together several pieces, such as search ads, social media posts, radio spots or posters, under a single creative idea.<\/p>\n\n

For example, an online store that wants to sell more at Christmas can combine Google ads, short videos on social media and a series of emails to its customers. All with the same slogan, the same offer and the same dates.<\/p>\n\n

If you are only interested in the online side, check out our post on digital advertising<\/a>.<\/p>\n\n

Elements of an advertising campaign<\/h2>\n\n

Every campaign is built on these elements:<\/p>\n\n

Element<\/th>What it defines<\/th>Example<\/th><\/tr><\/thead>
Goal<\/td>What you want to achieve and how you will measure it<\/td>Sell 500 units in a month<\/td><\/tr>
Target audience<\/td>Who you are addressing<\/td>Women aged 25 to 40 who exercise<\/td><\/tr>
Message<\/td>The main idea you want to get across<\/td>“Train wherever you want, whenever you want”<\/td><\/tr>
Creative concept<\/td>How it is told: tone, images and slogan<\/a><\/td>Real videos of customers working out at home<\/td><\/tr>
Media<\/td>Where it runs<\/td>Social media, search engines and email<\/td><\/tr>
Budget<\/td>How much you invest and how you split it<\/td>\u20ac3,000, 60% on social media<\/td><\/tr>
Schedule<\/td>When it starts and when it ends<\/td>From January 1 to 31<\/td><\/tr>
Measurement<\/td>Which metrics you will track<\/td>Clicks, sales and cost per sale<\/td><\/tr><\/tbody><\/table><\/figure>\n\n

Types of advertising campaigns<\/h2>\n\n

Campaigns can be classified by their goal and by the media they use.<\/p>\n\n

By goal:<\/strong><\/p>\n\n

Type<\/th>What it’s for<\/th><\/tr><\/thead>
Awareness or branding<\/a><\/td>Getting people to know and remember the brand<\/td><\/tr>
Launch<\/td>Introducing a new product or service<\/td><\/tr>
Promotional<\/td>Selling more for a limited time, with an offer<\/td><\/tr>
Lead generation<\/td>Getting leads or subscribers<\/td><\/tr>
Loyalty<\/td>Getting customers to buy again<\/td><\/tr>
Institutional or social<\/td>Conveying the brand’s values or raising awareness of a cause<\/td><\/tr><\/tbody><\/table><\/figure>\n\n

By channel:<\/strong> offline<\/em> campaigns use TV, radio, print or outdoor advertising. Online<\/em> campaigns use search engines, social media, websites, video or email. Many combine both and are called 360 or omnichannel campaigns.<\/p>\n\n

\"Types<\/figure>\n\n

How to create an advertising campaign step by step<\/h2>\n\n
    \n
  1. Set a measurable goal.<\/strong> “Get 300 subscribers in a month” can be measured. “Get our name out there” can’t.<\/li>\n\n\n\n
  2. Define your audience.<\/strong> Describe your ideal customer or buyer persona<\/a>: age, interests, problems and where they spend their time.<\/li>\n\n\n\n
  3. Write the briefing.<\/strong> Sum up the goal, audience, message, budget and dates in one document. You’ll find a template in our post on briefing<\/a>.<\/li>\n\n\n\n
  4. Create the message and the pieces.<\/strong> Look for a simple idea and adapt it to each format.<\/li>\n\n\n\n
  5. Choose the media and split the budget.<\/strong> Prioritize the channels where your audience is.<\/li>\n\n\n\n
  6. Launch and measure.<\/strong> Review the results every few days and adjust what isn’t working. If you can, test two versions with an A\/B test<\/a>.<\/li>\n\n\n\n
  7. Analyze when it’s over.<\/strong> Compare the results with the goal and note what you would repeat and what you wouldn’t.<\/li>\n<\/ol>\n\n
    \n

    Add email to your next campaign<\/strong><\/p>\n\n\n\n

    Send the offer to your subscribers with Mailrelay and track opens, clicks and sales in real time.<\/p>\n\n\n\n

    \n
    Create a free account<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n

    Examples of advertising campaigns<\/h2>\n\n

    These three campaigns are often studied. All three turned a simple idea into a brand story:<\/p>\n\n

    Campaign<\/th>Brand and year<\/th>Idea<\/th><\/tr><\/thead>
    “Just Do It”<\/td>Nike, 1988<\/td>A short slogan that encourages anyone to exercise, whatever their level<\/td><\/tr>
    “Real Beauty”<\/td>Dove, 2004<\/td>Real women instead of models to challenge beauty standards<\/td><\/tr>
    “Share a Coke”<\/td>Coca-Cola, 2011<\/td>Cans and bottles printed with first names, to give as gifts and share on social media. It started in Australia<\/td><\/tr><\/tbody><\/table><\/figure>\n\n

    What they have in common is a clear message, consistent across all media and designed to get the audience involved.<\/p>\n\n

    Advertising campaigns and email marketing<\/h2>\n\n

    Email is one of the most cost-effective channels in a campaign. Unlike ads, you don’t pay for each impression, because you are writing to people who already know you.<\/p>\n\n

    Here’s how it fits into each stage:<\/p>\n\n