A campaign is an operation or series of operations energetically pursued to accomplish a specific purpose.
- advertising campaigns
- awareness campaigns
- election campaigns
- political campaigns
- branding/promotional campaigns
The common denominator ot these events is that they are directed at large groups of people. A political campaign can operate on an entire country – e.g., a campaign for nature preservation. A campaign for mayor, on the other hand, is directed at the respective community only. A campaign for the president of a student organisation is directed at his/her schoolmates only.
With the exhibitions the particpants usually pay for a booth or exhibition floor, as well as for the additional services, provided at the venue of the event.
The purpose of a campaign to attract the attention of the public and to be remembered. To that end depending on the level of the campaign a wide range of media can be used, like TV, radio, press, video, “live” presentations, printed handouts, Internet sites.
The audio-visual methods employed to influence the public are determined by the level (and budget, respectively) of the campaign – national, regional, local.
Depending on the media the materials, prepared for a campaign, can be:
|Type of material||Examples||Distribution|
|Video||Clips, participation in TV shows||TV broadcasts|
|Audio||Clips, participation in radio shows||radio broadcasts|
|Printed||Posters, flyers||by post, by hand, by e-mail|
|E-materials||pdf-/text file||e-mail, uploading to a web page/site|
|Multimedia||executable file(s)||e-mail, handing out of CDs/DVDs, uploading to a web page/site|
|Web sites||html files at a web address (URL)||uploading a web site and referring to the link for downloading or on-line viewing|
The general promotional meterials of the campaign are not directed at a specific event, product or service, which makes them up-to-date for the entire period and territory of the campaign.
Examples of general promotional materials include, e.g.:
- Promotional posters. These formulate the purpose and motto of the campaign. Electronic versions can be produced if the distribution strategy commands it.
- Flyers, containing the purpose and motto of the campaign.
- TV and radio broadcasts.
- Publications in traditional and electronic periodicals.
Within the entire campaign there might be fleeting focus on specific events, products and services. Here are a few examples:
- Promotional posters for a specific event, product, service.
- Flyers, dedicated to a specific event, product, service.
- TV and radio broadcasts, dedicated to a specific event, product, service.
- Publications in traditional and electronic periodicals, dedicated to a specific event, product, service.
All printed materials referenced above can be duplicated as e-materials (e.g., PDF- or text files) to be distributed by e-mail or uploaded to the site of the campaign.
Increasingly more often we see a web site, dedicated to the campaign.
With the local campaigns the anticipated distribution of the materials (respectively, the anticipated number of visits of the specialised web page/site or the number of downloads of e-materials; print-runs of printed materials) can be on the order of a few hundred, while for a campaign at the national level these are thousands and tens of thousands.