Advertising campaign

Presented by: Rayn Howayek

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

Structure

• Below The Line (BTL)• Through The Line (TTL)• Above The Line (ATL)

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 …

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 …

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…

Advertising Family

• Corporate Advertising Campaign• Tactical Advertising Campaign• Teaser Advertising Campaign

Corporate Advertising Campaign

Tactical Advertising Campaign

Teaser Advertising Campaign

Examples (BTL)

Sponsorship

Logo

Corporate Identity

Displays

Printed Material

Examples (TTL)

Pamphlets

Bus Stand Hoardings

Ambient

Examples (ATL)

TV ad

Radio

Billboard

Unipole

Creative Unipole

Magazine

Creative Magazine

Poster

Thank You