commercial media

An advertising campaign is a series of advertisement message that share a single idea and theme which make up an Integrated Marketing Communications (IMC). Advertising campaigns utilize diverse media channels over a particular time frame and are often mandated to be rationally defined.

Integrated campaign planning involves selecting the right mix of these marketing tools or channels to reach and influence your audience and so meet your campaign objectives, But first, you need the right campaign concept which will engage your audience and be shareable.

A successful advertising campaign will spread the word about your products and services, attract customers and generate sales. Whether you are trying to encourage new customers to buy an existing product or launching a new service, there are many options to choose from.

The most suitable advertising option for your business will depend on your target audience and what is the most cost effective way to reach as many of them as possible, as many times as possible.


Newspaper advertising can promote your business to a wide range of customers. Display advertisements are placed throughout the paper, while classified listings are under subject headings in a specific section.


Advertising in a specialist magazine can reach your target market quickly and easily. Readers (your potential customers) tend to read magazines at their leisure and keep them for longer, giving your advertisement multiple chances to attract attention. Magazines generally serve consumers (by interest group e.g. women) and trade (industry/business type e.g. hospitality).


Advertising on the radio is a great way to reach your target audience. If your target market listens to a particular station, then regular advertising can attract new customers.


Television has an extensive reach and advertising this way is ideal if you cater to a large market in a large area. Television advertisements have the advantage of sight, sound, movement and colour to persuade a customer to buy from you. They are particularly useful if you need to demonstrate how your product or service works.

Outdoor and transit

There are many ways to advertise outside and on-the-go. Outdoor billboards can be signs by the road or hoardings at sport stadiums. Transit advertising can be posters on buses, taxis and bicycles. Large billboards can get your message across with a big impact. If the same customers pass your billboard every day as they travel to work, you are likely to be the first business they think of when they want to buy a product.

Door Hangers and Flyers

Canvassing the neighborhood, placing flyers in mailboxes or hanging ads on doorknobs, is a good way to target a specific area and to make sure your potential customers have seen your information. Even if most homeowners will discard the information, gaining a handful of clients may be enough for a positive return on the marketing campaign investment.