How Are Advertising Campaigns Structured?

Advertising is both an art and a science. Advertising campaigns serve multiple purposes. The end purpose of most ad campaigns is to make people aware of a product, company, or a cause and to generate interest and demand for it.

Every ad campaign is different. The structure of an advertising campaign actually depends on the target audience as well as the nature of the cause or the product.

However, although the specific details of any particular ad campaign is considerably different from the specific details of any other, virtually all campaigns use a number of the same tools.

Successful ad campaigns intentionally coordinate a number of different marketing tools in order to influence the target audience. These tools are designed to make the target audience take some specific action. That action is not necessarily making a purchase.

As a matter of fact, because it often takes multiple exposures to an advertisement or a concept before most consumers open up their wallets, the initial goal of many advertising campaigns on the Internet is to capture the reader's email address as well as their name.

Known as "opting in", the reader essentially gives the company permission to send him or her emails until they make a request to be taken off the email list. So, when a company has captured a person's email the rest of the advertising process kicks in.

Often the prospect is sent a series of emails that are spread out over a number of days and/or weeks. The process can actually go on for months or even years.

Most experienced marketers on the Internet initially try to gain their new prospect's trust by giving him or her valuable information for free. And, every so often, one of the emails is a "pitch" for a sale. However, since most people don't like to be bludgeoned to death, the ratio of informative emails to sales emails is highly skewed towards those that help people rather than those that try to sell them something.

The concept that underlies this strategy is that when the recipient of the emails sees all of the valuable free information that they are receiving, they tend to believe whatever is being offered for sale will be worth a lot more.

However, savvy Internet marketers have learned that they should actually give away their best information. So, in a sense, their advertising campaigns are a bit front-loaded.

Nonetheless, if the quality of what is being sold is high, most customers are more than happy to make the purchase. Ina addition, they will tend to buy more things from the same vendor.

Considering that building a successful advertising campaign is both an art as well as a science, it is usually best to hire an advertising agency that has substantial experience advertising products similar to your own.

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