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 you want to promote, the stage it is in, the channel used and the moment in which it is applied.

Next, we explain what are the most common types of advertising campaigns and in what 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

They 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

They 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, etc. campaigns. 

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

They 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 that P&G carried out in 2018 to show the power of clean water in collaboration with National Geographic.

Industrial campaigns

They are those 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 industry, meat, eggs, etc. 

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

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

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

Sponsoring or sponsorship campaigns

They are those 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 audience. 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

They are those 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 that Apple carried out in 2014 to show the versatility and creativity of its products.

What are advertising campaigns according to life cycle stage?

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

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

Expectation or teaser campaign

It is what is done before launching a new product or service on 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 that Netflix carried out in 2019 to announce the third season of Stranger Things.

Launch campaign

It is what is carried out when a new product or service is introduced to the market, in order to make it known and generate demand. For example, campaigns that show the features, 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

It is carried out 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 that Coca-Cola carried out in 2015 to celebrate its 100 years of history.

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Reactivation campaign

It is what is carried out 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

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

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

Strong sales campaign

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

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

What are advertising campaigns according to the channel?

Advertising campaigns according to 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

It is what is carried out in mass media, such as television, radio, press, cinema, etc. These campaigns have a large reach, but also a high cost and low segmentation.

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

Advertising campaign in digital media

It is what is carried out in online media, such as the internet, social networks, email, mobile, etc. These campaigns have a low cost, high segmentation and great interactivity.

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

Advertising campaign in alternative media

It is what is carried out in unconventional media, such as word of mouth, guerrilla marketing, viral marketing, experience marketing, etc. These campaigns have a high impact, great creativity and high virality.

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

What are advertising campaigns depending on the moment?

Advertising campaigns according to the moment are those that are classified according to the temporality or seasonality of the product or service that you want to advertise, or the audience you want to reach.

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

Permanent advertising campaign

It is what is carried out throughout the year, regardless of the time or season, since the product or service that is advertised has a constant or regular demand. For example, campaigns for essential products, 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

It is carried out at certain times or times of the year, which coincide with the increase or decrease in demand or preference for the product or service that is advertised. For example, campaigns for products or services related to the weather, festivities, events, etc.

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

Occasional advertising campaign

It is what is carried out 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 that Netflix carried out in 2020 to promote the use of masks with the hashtag #WearAMask.

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

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

To choose the most appropriate 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, remember, 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 what the environment in which you compete is like, what are the trends, opportunities, threats, etc.
• 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 enhancing digital businesses in more than 7 countries and generating more than 1,500 million pesos.