Any successful brand is generally backed up by strong advertising and promotion. Pepsi is the choice of  ‘young generation’ and ‘generation next’. Maggie noodles is just ‘two-minutes’ meal. Complan is completely ‘planned food.’ Indica is  ’ more car per car’. Wills Filter cigarettes are ‘made for each other’. Campaigns have the potential to build up brands and business. In a campaign, a theme or idea is advertised with consistency. This idea is integrated to all other communications. A campaign carries the same idea with different execution in future ads. A campaign gives a consistent look or feel.

Some of the elements of a campaign are as follows :

Visual Similarity

The same visual image continues in a series of ads. Maybe a spokesperson gives this link.The grandma of Ayurvedic C oncepts is such a spokesperson. A character can be created to perform this function. Animal symbols like a monkey in Bytco tooth-powder, a tiger in Goodlass Nerolac, an Appu boy in Asian Paints and a Maharajah in AirIndia ads is such a visual link. Esso with a tiger symbol changed to Exxon but though ‘it changed its name, but not its stripes’. A demonstration that appears in every ad also can hold a campaign together. Milk being poured into a glass or moisturizing cream pouring into Dove Soap are examples of how a short sequence carried from ad to ad provides visual similarity.

Verbal Similarity

Some people think that sloganising is the be-all and end-all of a campaign. It is not so . Words thrown at the end of a commercial may be just throw-always. They may not be relevant for the brand. Some slogans, however, are classic and have a long life. But this life is derived by investing in its extensive use. Just on papers they do not seem to be great and lasting campaign words. We should use a set of words which capture the essence of the product or company. A distinctive sound or music can help a campaign to register.

Similarity of Attitude

Maybe , there is no distinguishing theme line in a campaign, especially when they are initiated. But they have a consistent attitude towards the product and target audience. Some campaigns are built on quality, values, authenticity, style and so on. Attitude is on expression of brand personality.

Product Ideas, Not Just Communication Ideas

Products are positioned not just by communicating what they stand for but by incorporating the positioning idea  at the design stage itself. Later these are expressed in advertising. Thus half-an-hour-delivery of Pizza is possible by scheduling each stage properly e.g. preparing, baking, packing and dispatching. This is built into the product. It is not necessary to improve products to get the ideas. They may be present in the product as it exists. They should be properly highlighted by advertising.

Evolving a Campaign

American Express is built on “don’t leave home without it”. This idea supports travel-related services, banking, and credit cards. Amex depends on its prestige position and service superiority. It thus has a consistent personality and user image based on prestige. Its built-in marketing idea is service of personalized nature around the world. Its umbrella theme is  ‘don’t leave home without American Express’.

Changing the Campaigns

Even the most original campaigns need to be refreshed. The whole environment changes. ‘Neighbour’s envy and owner’s pride’  for Onida TV based on jealousy and sense of prized possession is no longer contemporary with a host of TVs which are as good-looking as Onida, or even better. A campaign thus cannot be sustained on this old theme any longer. It must evolve to keep pace with the time. Only then it remains relevant. A campaign is refreshed by using new ideas and improved products.Campaigns also show wear-out, when markets change. Campaigns must be changed before their full potential has been realised.

Integration

Other elements of promotion like direct marketing, sales promotion, public relations and an advertising campaign must be integrated. It is necessary to give unified product/brand image. The message retains its focus. A brand strategic view is taken where each element has to contribute something. Integration of communication needs a good grasp over the media and the authority to coordinate so as to create a campaign.