A marketing campaign is a coordinated marketing strategy that may include advertising, promotion, pricing, distribution and merchandising. The term implies a large scale effort that impacts a variety of communication and distribution channels. The following are common types of marketing campaign.
Product LaunchThe launch of a new product or service may involve much advertising, promotion and coordination with distribution partners.
Brand LaunchThe launch of a new brand that may include multiple products and services.
RebrandingRebranding a company or set of products. For example, firms may rebrand after a merger. Rebranding is often an extensive activity that touches visual branding, customer experience, merchandising and corporate culture.
Seasonal PushA revenue push for a major season for a company such as back-to-school or Christmas.
TurnaroundA firm that is facing reputational issues, declining customer satisfaction and increased competition may respond with a marketing campaign that includes elements such as improved customer experience.
Brand AwarenessA campaign designed to build or maintain brand awareness. Firms with valuable brands may launch extensive campaigns on a continual basis to defend their position.
Revenue PushA campaign designed to meet short term revenue goals such as a quarterly target. For example, a sales promotion coupled with an effective advertising campaign may boost revenue.
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