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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...

Strategy of Media Planning - WHAT IS MEDIA PLANNING ?   Media planning is generally outsourced to entail sourcing and selecting optimal media platforms for a client's brand or product to use. The job of media planning is to determine the best combination of media to achieve the objectives. In the process of planning, the media planner needs to answer questions such as: How many of the audience can be reached through the various media? On which media should the ads be placed? How frequent should the ads be placed? How much money should be spent in each medium? Choosing which media or type of advertising to use can be challenging for small firms with limited budgets and know-how. Large-market television and newspapers are often too expensive for a company that services only a small area Magazines, unless local, usually cover too much territory to be cost-efficient for a small firm, although some national publications offer regional or city editions. Since the advent of social media...

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...

ALL THE DETAIL ABOUT ONLINE ADVERTISING Online advertising, also known as online marketing Internet advertising, digital advertising or web advertising,is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers. Many consumers find online advertising disruptive and have increasingly turned to ad blocking for a variety of reasons. When software is used to do the purchasing, it is known as programmatic advertising. Online advertising includes email marketing, search engine marketing, social media marketing, many types of display advertising, and mobile advertising. Like other advertising media, online advertising frequently involves a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher's content. Other potential participants include advertising agencies who help generate and place the ad copy, an ad server which technological...