Advertising campaign and corporate by rayn howayek
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Transcript of Advertising campaign and corporate by rayn howayek
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Advertising campaign
Presented by: Rayn Howayek
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Advertising Campaign
• An advertising campaign is a series of advertisement messages that share a singleidea and theme which make up an integrated marketing communication (IMC).
• Advertising campaigns appear in different media (structure) across a specific time frame
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Structure
• Below The Line (BTL)• Through The Line (TTL)• Above The Line (ATL)
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BTL- Below The Line
• This concerns promotional activities where the business has direct control over the target or intended audience. There are many methods of below-the-line, including sales promotions, direct marketing, personal selling and sponsorship.
• A few examples are: Corporate Identity/logo, Displays, printed material, exhibitions and trade fairs, Special promotions, Sponsorship, Personalized mail shots …
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TTL - Through The Line
• More recently, in the past 5 to 6 years, agencies and clients have switched to an "Integrated Communication Approach", or "through the line" approach.
• A few examples are: bus stand hoardings, pamphlets, small informational sheets along with the newspaper …
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Above The Line
• This is paid for communication in the independent media e.g. advertising on TV or in the newspapers. Though it can be targeted, it can also be seen by anyone outside the target audience.
• The main aims of above-the-line promotion are to inform customers, raise awareness and build brand positioning.
• A few examples are: Television, Internet, Radio, Magazine, Billboards…
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Advertising Family
• Corporate Advertising Campaign• Tactical Advertising Campaign• Teaser Advertising Campaign
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Corporate Advertising Campaign
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Tactical Advertising Campaign
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Teaser Advertising Campaign
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Examples (BTL)
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Sponsorship
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Logo
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Corporate Identity
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Displays
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Printed Material
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Examples (TTL)
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Pamphlets
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Bus Stand Hoardings
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Ambient
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Examples (ATL)
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TV ad
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Radio
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Billboard
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Unipole
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Creative Unipole
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Magazine
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Creative Magazine
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Poster
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Thank You