Types of advertising campaigns: What they are and when to apply them

To carry out effective advertising , it is necessary to plan and execute an advertising campaign, which is a set of coordinated actions that are carried out over a period of time to achieve a specific objective.

An advertising campaign must have a strategy, a budget, a message, an audience, a medium and an evaluation.

There are different types of advertising campaigns, depending on the product to be promoted, the stage it is at, the channel used and the time at which it is applied.

Below, we explain the most common types of advertising campaigns and in which situations they can be used.

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What are advertising campaigns according to the nature of the product?

Advertising campaigns according to the nature of the product are those that are classified according to the type of product to be advertised , whether commercial or non-commercial.

Within this category, we can find the following types of campaigns:

Propaganda campaigns

These are those that promote ideas, values, beliefs or people, without commercial purposes. For example, political, religious, educational campaigns, etc. 

An example of this type of campaign is the one carried out by Barack Obama in 2008 to win the United States presidential elections.

Social or civic campaigns

These are those that seek to generate a positive change in society, promoting or modifying behaviors , attitudes or habits. For example, ecological, health, security, human rights campaigns, etc. 

An example of this type of campaign is the one carried out by UNICEF in 2017 to improve the conditions of newborns in low-income countries.

Institutional or corporate campaigns

These are those that aim to create or improve the image of a brand , company, organization or institution, for commercial purposes. For example, campaigns that highlight values, mission, vision, social responsibility, quality, etc. 

An example of this type of campaign is the one carried out by P&G in 2018 to show the power of clean water in collaboration with National Geographic.

Industrial campaigns

These are campaigns carried out by groups of manufacturers or marketers of the same product or sector, to promote the consumption or use of said product or sector. For example, campaigns for the dairy, meat, egg, etc. industries. 

An example of this type of campaign is the one carried out by the National Pork Producers Association of the United States in 2011 to encourage the consumption of pork.

Cobranding campaigns

These are campaigns carried out by two or more brands that complement each other and share the same target audience, in order to offer added value and generate mutual benefits. For example, collaboration campaigns between clothing brands, technology brands, food brands, etc. 

An example of this type of campaign is the one carried out by Kit Kat and Uber in 2016 to make traffic in Lima more bearable.

Sponsoring campaigns

These are campaigns carried out by a brand or company to express its support or backing for an event, activity, person, etc., that is related to its image or its public. For example, sports, cultural, artistic, social sponsorship campaigns, etc.

An example of this type of campaign is the one carried out by Tecate beer in 2017 to sponsor FC Barcelona.

Corporate or brand campaigns

These are campaigns carried out by a brand or company to highlight its attributes, benefits, advantages or differences, in order to strengthen or improve its positioning in the market . For example, campaigns that highlight quality, innovation, experience, trust, etc.

An example of this type of campaign is the one Apple carried out in 2014 to show the versatility and creativity of its products.

What are life cycle stage advertising campaigns?

Advertising campaigns according to the life cycle stage are those that are classified according to the phase in which the product or service to be advertised is found, from its introduction to its decline.

Within this category, we can find the following types of campaigns:

Expectation or teaser campaign

This is done before launching a new product or service to the market, in order to generate curiosity and interest in the target audience, revealing little information about it. For example, campaigns that show images, phrases, sounds or symbols that anticipate the launch, without revealing the name or brand.

An example of this type of campaign is the one Netflix carried out in 2019 to announce the third season of Stranger Things.

Launch campaign

This is done when a new product or service is introduced to the market, in order to publicize it and generate demand. For example, campaigns that show the characteristics, benefits, price, availability or how to use the product or service.

An example of this type of campaign is the one Samsung carried out in 2020 to present its new Galaxy S20 smartphone.

Maintenance campaign

This is done when the product or service is already established in the market, in order to maintain or increase its participation and loyalty. For example, campaigns that reinforce the attributes, advantages, quality or satisfaction of the product or service.

An example of this type of campaign is the one carried out by Coca-Cola in 2015 to celebrate its 100 years of history.

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Reactivation campaign

This is done when the product or service begins to lose demand or preference in the market, in order to recover or increase its consumption. For example, campaigns that offer offers, discounts, promotions, raffles or gifts.

An example of this type of campaign is the one McDonald's carried out in 2016 to relaunch its Big Mac with three different sizes.

Relaunch campaign

This is done when the product or service is modified or improved in order to adapt to new market needs or expectations. For example, campaigns that show new features, new benefits, new design or new packaging of the product or service.

An example of this type of campaign is the one Nike carried out in 2018 to launch its Air Max 270 sneakers with a larger air chamber.

Strong sales campaign

This is done when the product or service is in its final stage of life, in order to liquidate the inventory or stock. For example, campaigns that announce low prices, sales, clearance sales or last units.

An example of this type of campaign is the one Blockbuster carried out in 2013 to announce the closing of its stores and the sale of its products.

What are advertising campaigns by channel?

Advertising campaigns based on the channel are those that are classified according to the medium or platform used to transmit the advertising message to the target audience.

Within this category, we can find the following types of campaigns:

Advertising campaign in traditional media

This is the type of campaign carried out in mass media, such as television, radio, press, cinema, etc. These campaigns have a wide reach, but are also expensive and have low segmentation.

An example of this type of campaign is the one carried out by Coca-Cola in 2014 to celebrate the World Cup in Brazil.

Advertising campaign in digital media

This is done through online media, such as the Internet, social networks, email, mobile phones, etc. These campaigns are low cost, highly segmented and highly interactive.

An example of this type of campaign is the one Burger King carried out in 2019 to offer a free Whopper to users who burned their competitors' ads with an app.

Advertising campaign in alternative media

It is carried out through non-conventional media, such as word of mouth, guerrilla marketing, viral marketing, experiential marketing, etc. These campaigns have a high impact, great creativity and high virality.

An example of this type of campaign is the one carried out by Ikea in 2018 to invite customers to spend a night in one of its stores.

What are time-based advertising campaigns?

Advertising campaigns based on the moment are those that are classified according to the temporality or seasonality of the product or service to be advertised, or the audience to be reached.

Within this category, we can find the following types of campaigns:

Permanent advertising campaign

This is done throughout the year, regardless of the time or season, since the product or service being advertised has a constant or regular demand. For example, campaigns for basic necessities, such as water, bread, milk, etc.

An example of this type of campaign is the one carried out by Evian to promote the consumption of natural mineral water.

Seasonal advertising campaign

This is done at certain times or times of the year, which coincide with the increase or decrease in demand or preference for the product or service being advertised. For example, campaigns for products or services related to the weather, holidays, events, etc.

An example of this type of campaign is the one Starbucks carries out to launch its seasonal drinks, such as the Pumpkin Spice Latte.

Occasional advertising campaign

This is done at specific times or situations, which do not depend on the calendar, but on the circumstances or opportunities that arise. For example, campaigns for products or services related to a crisis, a trend, a novelty, etc.

An example of this type of campaign is the one Netflix carried out in 2020 to promote the use of masks with the hashtag #WearAMask.

Types of advertising campaigns: how to choose the most suitable one

As you have seen, there are many types of advertising campaigns , each with its characteristics, advantages and disadvantages.

To choose the most suitable one for your product or service, you must take into account the following aspects:

• The objective : you must define what you want to achieve with your campaign, whether it is to publicize, inform, persuade, remind, build loyalty, etc.
• The audience : you must identify who you want to address, what are their characteristics, needs, interests, preferences, habits, etc.
• The product : you must analyze what you offer, what are its attributes, benefits, advantages, differences, etc.
• The market : you must study the environment in which you compete, what the trends, opportunities, threats, etc. are.
• The budget : you must establish how much money you can invest in your campaign, and how you are going to distribute it among the different media and actions.
• Creativity : you must find a way to attract attention, generate interest, awaken emotions and motivate action, using resources such as humor, surprise, irony, etc.

Written by Moises Hamui Abadi : I am an entrepreneur, founding partner of Viceversa and SoyMacho. After leading several digital businesses and advising several other businesses, I decided to form MHA Consulting, a digital marketing consultancy dedicated to growing and empowering digital businesses in more than 7 countries and generating more than 1,500 million pesos.