| Today, people are exposed to hundreds of ads per | | | | correct medium. For example, an ad for a women's |
| day. Studies have also shown that people tune out | | | | deodorant probably should not be in a magazine |
| most of the ads that they see or hear throughout the | | | | whose target audience is men. It is important to figure |
| day. For companies, this means they have to get | | | | out which media your audience is using and how you |
| creative to actually get people to pay attention and to | | | | can get your advertisements into or on that medium. If |
| stand out amongst the clutter of all of the other ads. | | | | you do not put your message in the right spots, then |
| For example, one of the major camera makers | | | | the people who are most likely to buy your product or |
| advertised their battery operated picture lights by going | | | | service will not be able to see the campaign, which will |
| across the country in a tour bus, stopping at big | | | | be bad for business. |
| universities, and allowing students to try out their | | | | 3. Finally, the campaign needs to be aimed at its target |
| products. This was a great campaign for the battery | | | | audience. For example, if you are in charge of a |
| operated picture light because it created a buzz | | | | campaign for a company that makes cologne for |
| because the media was there to cover the event and | | | | young men you probably would not create a pink label |
| it got people interested in the product. The campaign | | | | for the bottle, but you would probably have pretty |
| worked well because it got the attention of people, | | | | women featured in the commercial for the cologne as |
| they targeted the correct medium, and they knew their | | | | liking the scent on men. |
| audience and went after them. Below are the three | | | | It is very challenging to create a marketing campaign |
| characteristics that are essential to have for a | | | | that really stands out from all of the others. Because |
| marketing campaign to be successful in the United | | | | of this, many companies have turned to viral marketing |
| States: | | | | or buzz marketing by creating a stir and getting people |
| 1. In order to get attention, the ad needs to be creative | | | | to talk about their product. Companies have also tried |
| and memorable. Sometimes, companies just make | | | | to figure out a way to get around digital recording |
| funny ads and people laugh at them, but then many | | | | devices, since people can record a show and fast |
| times people can remember the funny part about the | | | | forward through the commercials. It will be very |
| commercial, but they cannot remember the company | | | | interesting to see where advertising and marketing |
| associated with it. So, the advertisements need to be | | | | campaigns go in the next decade because with the |
| innovative, so individuals take notice and so they | | | | invention of technology that helps us block out |
| associate your joke or creative commercial with your | | | | advertisements, companies are going to have to get a |
| product. | | | | lot more creative to get our attention. |
| 2. The marketing campaign needs to be placed in the | | | | |