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An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). Advertising campaigns appear in different media across a specific time frame.
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 the advertising campaign, as it sets the motif for the series of individual advertisements and other marketing ...
Phyllis Kenner Robinson (née Kenner, October 22, 1921 – December 31, 2010) was an advertising executive and copywriter who helped create numerous notable ad campaigns. [1] She was a foundation employee of the US agency Doyle Dane Bernbach from 1949 and was instrumental in that agency's success and growth over the next twenty years.
"Love in the Afternoon" was an advertising campaign used by ABC to market its soap operas in the form of newspaper advertisements and television commercials. Focusing on the highly tormented love lives of its main characters, "Love in the Afternoon" was the chief ad campaign for ABC's afternoon lineup [1] [2] [3] from 1975 until 1985.
The campaign has been the subject of a number of books, with serious scholarly analysis of the campaign's key success factors, including: Think Small: The Story of those Volkswagen Ads by Frank Rowsome (1970); [8] Think Small: The Story of the World's Greatest Ad (2011) by Dominik Imseng; [9] and Thinking Small: The Long, Strange Trip of the ...
The resulting ads were among the most-watched and most-liked Super Bowl ads. In fact, the winning ad that aired in the 2009 Super Bowl was ranked by the USA Today Super Bowl Ad Meter as the top ad for the year while the winning ads that aired in the 2010 Super Bowl were found by Nielsen's BuzzMetrics to be the "most buzzed-about".
The slogan became so popular that Woodbury used it until the 1940s. Albert Lasker said the ad's use of sex appeal made it one of three great landmarks in advertising history. It was ranked 31st on Advertising Age's list of the top 100 campaigns of the 20th century. [52]
The Volkswagen series of advertisements (which included the 1959 "Think Small" ad) were voted the No. 1 campaign of all time in Advertising Age ' s 1999 The Century of Advertising. [ 4 ] Following the success of "Think Small", the advertisement titled "Lemon" left a lasting legacy in America—use of the word "Lemon" to describe poor quality ...