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An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). … Advertising campaigns are built to accomplish a particular objective or a set of objectives.

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Marketing campaigns can be designed with different goals in mind, including building a brand image, introducing a new product, increasing sales of a product already on the market, or even reducing the impact of negative news. Defining a campaign’s goal usually dictates how much marketing is needed and what media are most effective for reaching a specific segment of the population.

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