Campaign

More specifically, what would be the common terms for defining:

1. A group of different ad creatives that collectively deliver a consistent message. That is, two 30 second TV spots and one 60 second TV spot all promoting Tide’s new detergent.

2. Each of the individual pieces of creative that may be delivered. So in the example above, what would the one 60 second TV spot be called.

1. A group of commercials could be considered a campaign if it is truly big enough to really convey the company’s message. In other words 2 commercials shown a couple times probably shouldn’t be called a campaign- just two ads. The last thing you want to do is oversell the impact you may be having.

2. Each ad is usually just called an execution.

One Response

1. QandAGuy Says:
   November 23rd, 2009 at 6:10 pm

   1. A group of commercials could be considered a campaign if it is truly big enough to really convey the company’s message. In other words 2 commercials shown a couple times probably shouldn’t be called a campaign- just two ads. The last thing you want to do is oversell the impact you may be having.

   2. Each ad is usually just called an execution.
   References :

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