What is a campaign?

What is a promotional campaign? 

A series of advertisements using various marketing tools that share the same message and ideas to promote a business or event to target an audience. definition from www.businessdictionary.com 

A campaign uses elements that all work together portraying the same message. 

Marketing campaigns can include various things like: 

• social media
• television advertisements
• events
• radio 
• printed media (posters, billboards etc.) 
• online advertisements

-------------------------------------------------------------------------------------------

Looking at the military as an example of a campaign- 

Royal Air Force Campaign 

The message- 'no ordinary job' 

Here, they're using both video advertisements and online posters to promote the Royal Air Force and using 'no ordinary job' as propaganda for joining the military. Having a woman in the advert campaign also allows audience members to see gender diversity within the military.

This campaign is trying to attract those who want to do something more different and exciting.

British Army Campaign 

The message- 'This is belonging' 

This campaign uses various video advertisements to promote the army as a family and somewhere to belong. The adverts demonstrate unique bonds and friendships you create whilst joining the army. Having young people in both ads also show how the campaign is targeted as those fit and young enough to join the army. 

---------------------------------------------------------------------------------------------------------------------------

Film marketing campaigns use various different medias to advertise movies such as:

• trailers 
• interviews 
• billboards 
• merchandise (costumes, figures etc.) 
• sponsorships 

---------------------------------------------------------------------------------------------------------------------------

Music marketing campaigns may include: 

• album covers and artwork 
• music videos
• social media campaigns 
• billboards
• song previews and snippets 
• interviews on tv and in magazines 
• touring
• merchandise
• websites

All these elements help the record label to create a following for the music as they advertise one specific message and idea. 

Record labels target specific audiences depending on the music type e.g. 'indie band', 'raw talent', 'rebellious bad boys'. 

Jorja Smith as an example- R&B soul/pop music artist 

Jorja Smith appeals to the younger audiences (about 14-25), mainly female as she approaches her advertisements with a feminist approach, embracing her natural self. 

Her new song ''come over'' various adverts- 

All the advertisements for her song release all shared the same idea and general theme.