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Crafting Effective Advertising Campaigns: The Power of Repetition and Variation for Success

Learn how to create impactful advertising campaigns by utilizing repetition and variation in elements such as visuals, characters, music, taglines, and more. Discover the benefits of integrated marketing campaigns and the importance of targeting different audiences effectively. Get inspired by examples from iconic campaigns like the GEICO Gecko and Caveman series.

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Crafting Effective Advertising Campaigns: The Power of Repetition and Variation for Success

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Presentation Transcript

  1. Campaigns How It All Comes Together

  2. Definitions • CampaignA connected series of activities designed to bring about a particular result.www.tolerance.org/pt/votequest/vq_dictionary.html • Advertising CampaignThe creation and coordination of a series of advertisements around a particular theme to promote a product www.glencoe.com/sec/busadmin/marketing/dp/ad_serv/gloss.shtml

  3. Examples • GEICO GECKO CAMPAIGNRepeating Element: GeckoChanging: Story • GEICO CAVEMAN CAMPAIGNRepeating Elements: Characters and Story • GEICO “I just saved a bundle on my car insurance.” CAMPAIGNRepeating: Tag LineChanging: Story / Characters • ALL PART OF LARGERIntegrated Marketing Campaign

  4. Integrated Marketing Campaign Integrated Marketing Campaign ProductDevelopment Branding Package Design Point of Purchase Advertising Public Relations Promotions Web / Wireless

  5. The Power of a Series

  6. Benefits of a Campaign • The series of ads shares elements/themes (“motifs”) that allow viewers to see them as part of a group. • Ability to have repetition without boring an audience, and ability to target different audiences within the repetition.

  7. Other Creative Fields Relying on Series • Interior Design: Rooms in a house • Fashion Design: Garments in a collection

  8. Some Repeating Elements in Ads • Visuals • Spokesperson / Character • Music • Tag Line / Slogan • Story • Colors • Etc.

  9. Example: Vonage“We all do stupid things.” REPEATS: • Words • Color bar • Theme • Story structure • Humor • Theme song (whistle) CHANGES • Situations

  10. Assignment: Campaign In a group, develop a campaign idea for a client of your choice and be prepared to present rough sketches and explain your ideas relative to your target audience(s). 1 TV ad concept2 Print ad concepts 1 Promotion Idea

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