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WHAT IS PROMOTIONAL CAMPAIGN ? An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication. An IMC is a platform in which a group of people can group their ideas, beliefs, and concepts into one large media base. Advertising campaigns utilize diverse media channels over a particular time frame and target identified audiences. The campaign theme is the central message that will be received in the promotional activities and is the prime focus of advertising campaign, as it sets the motif for the series of individual advertisements and other marketing communications that will be used. The campaign themes are usually produced with the objective of being used for a significant period but many of them are temporal due to factors like being not effective or market conditions, competition and marketing mix. Advertising campaigns are built to accomplish a particular objective or a set of objectives. Such o

WHAT IS PAY PER CLICK Pay-per-click is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher when the ad is clicked. Pay-per-click is commonly associated with first-tier search engines. With search engines, advertisers typically bid on keyword phrases relevant to their target market and pay when ads are clicked. In contrast, content sites commonly charge a fixed price per click rather than use a bidding system. PPC display advertisements, also known as banner ads, are shown on web sites with related content that have agreed to show ads and are typically not payper-click advertising. Social networks such as Facebook, LinkedIn, Pinterest and Twitter have also adopted pay-per-click as one of their advertising models. The amount advertisers pay depends on the publisher and is usually driven by two major factors: quality of the ad, and the maximum bid the advertiser is willing to pay per click. The higher the quality of the ad, the lo

WHAT IS INTERACTIVE MARKETING Interactive marketing, sometimes called trigger-based or event-driven marketing, is a marketing strategy that uses two-way communication channels to allow consumers to connect with a company directly. Although this exchange can take place in person, in the last decade it has increasingly taken place almost exclusively online through email, social media, and blogs. History As far back as 1995, interactive marketing was seen as the future of e-commerce and digital advertising. By 1997, the Journal of Direct Marketing had re-branded to become the Journal of Interactive Marketing, which continues today. In 1999, Salesforce.com was founded, allowing marketers and salespeople to directly affect and guide potential customers through their company's sales process using Salesforce's cloud-based customer relationship management technology. With the advent of content marketing in the late 1990s and the founding of Hubspot in 2006, interactivity has seen a