Campaign, Pages 92-99

March 10th, 2022

This chapter, revolves primarily around the different kinds of campaigns that brand marketers and designers can apply to their business. While reading this section, I found it overwhelming and surprising with the number of different campaigns that are actually used today. When going about everyday life, one might not recognize how much detail goes into which campaign to use, when it is appropriate and where will it thrive the most.

As mentioned above, our author lists different types of campaigns, which ones to use, and which ones to stay away from. Specifically, Thames and Hudson suggest avoiding the “One in a series of…” campaigns. This is suggested due to the lack of unique elements, the chance of unnecessary clutter, and the risks of the perception of a formulaic strategy.

Of course, there are times when this type of campaign is warranted and needed. At times, there are conceptual reasons for creating a campaign that is a part of a series. However, marketers and designers should believe that their campaign, with sufficient strategy, ideas, taglines, proposition, tone, direction, and brand, “is enough to show consumers that each ad is “one in a series” without having to say it” (P.96).

Before reading this section of The Advertising Concept Book, I would have challenged this idea. I personally see benefits to having a series of elements that provide additional content, uniformity, and develop a system. Seeing more of a particular campaign might entice individuals to learn more. But, after hearing the thoughts of our authors, I do understand that this approach may be necessary if the rest of the elements of the campaign are strong.