Advertising Campaign
The advertising campaign concept is created to help marketing managers and those involved in marketing activities to enhance customer acquisition, penetration, customer retention and/or loyalty.
Technique Overview
Advertising Campaign Definition
An advertising campaign can be described as a "paid communication that identifies the message sponsor" (Eisend and Küster, 2011:906). Following the idea of marketing accountability, advertising campaigns are frequently regarded as investments, the return of which is to be maximised through systematic planning, implementation and evaluation (Danaher and Rust, 1996; Binet and Field, 2009).
Advertising Campaign Description *
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Business Evidence
Strengths, weaknesses and examples of Advertising Campaign *
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Business Application
Implementation, success factors and measures of Advertising Campaign *
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Professional Tools
Advertising Campaign videos and downloads *
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Further Reading
Advertising Campaign web and print resources *
Advertising Campaign references (4 of up to 20) *
- Bertini, M., Gourville, J.T., Gonzales, R. and Keller, K.L. (2011) Time for a Unified Campaign? Harvard Business Review, Vol. 89, pp. 129-133.
- Binet, L. and Field, P. (2009) Empirical Generalizations About Advertising Campaign Success. Journal of Advertising Research, Vol. 49(2), pp. 130-133.
- Brotherton, T., Davis, C., Hirakubo, N. and Stuhlfaut, M. (2010) Reviving an Iconic Advertising Campaign. Annual Advances in Business Cases, Vol. 30, pp. 142-150.
- Caemmerer, B. (2009) The Planning and Implementation of Integrated Marketing Communications. Marketing Intelligence and Planning, Vol. 27(4), pp. 524-538.
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