What is an advertising campaign?
Where a new product is advertised and promoted over a series of media platforms, such as: TV, social media and print. These different adverts on the media platforms all have the same meaning and message: to promote that product. An advertising campaign may be cross-media, or it can also be across just one media platform for a number of different products. Advertising campaigns can also include technological convergence, for example a social media platform or music platform may pair their advertising with phone companies, such as Spotify and Samsung. This allows for an even better advertisement as there will be a higher target audience reached.
What is the media?
Communication channels through which news, entertainment and educational or promotion messages are disseminated.
What is a media product/media text?
A single product like a book, magazine, app, game, video etc.
What is a medium?
The form a product takes and the method of delivery.
What is a media platform?
The tool by which information and content is distributed to the audience, for example: website, app, TV show, videogame and film.
What aims do advertising campaigns have?
1. to create or raise awareness of a brand.
2. to introduce a new product to the market.
3. to increase sales and achieve larger market shares than competitors.
4. to re-brand an existing product,
5. to generate feedback.
6. to achieve a combination of the above.
What is the market?
All the consumers who use a type of product.
What is market share?
The percentage of a markets customers who use a particular brand.
What is market research?
The activity of gathering information about audience needs and preferences. The data is then used to target appropriate audiences through marketing and advertising.
What is brand awareness?
The aim of most advertising is to ensure the audience associate your brand with a specific product, so the audiences become 'brand aware' and chose your brand over other competitors.
What are segments?
Audience subgroups defined by sets of characteristics such as where they live or their lifestyle choices.
What is an audience profile?
The specific demographic variables of an average target audience member for a given media product. This is based on age, gender, income, ethnicity and interests.
What is a unique selling point?
Characteristics of a product that identify it as being different from its competitors.
What is value proposition?
A promise to a customer that they will receive and/or experience value for their custom.
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