Marketing Campaigns

A Marketing campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). Marketing campaigns appear in different media across a specific time frame. The critical part of making an Marketing campaign is determining a champion theme as it sets the tone for the individual advertisements and other forms of marketing communications that will be used. The campaign theme is the central message that will be communicated in the promotional activities. The campaign themes are usually developed with the intention of being used for a substantial period but many of them are short lived due to factors such as being ineffective or market conditions and/or competition in the marketplace and marketing mix.

Marketing campaign strategy incorporates a saturation-level amount of print (primarily mail circulars) and television parody advertisements, as well as radio advertisements. Switch was an advertising campaign launched by Apple Computer. It featured what the company referred to as "real people" who had "switched" from the Microsoft Windows platform to the Mac. An international television and print ad campaign directed users to a website where various myths about the Mac platform were dispelled.

Marketing campaigns were inseparably connected with its brand image and marketing strategy. One of the examples is McDonald’s it is much more than place, where people get their food, but it is rather a place, where people spend time with their families or friends. At least, that is the concept and perception, which McDonald's attempts to communicate through all its marketing and advertising messages. The main goal of this Marketing campaign is not only to attract more of the minority consumers to its restaurants, but also to show these people how important they and their business are for the company.