Product Campaign

Series of related advertising communications or promotional pieces, scheduled for a given period of time and related by verbal and/or visual themes and common objectives. Ideally, each succeeding element in the campaign adds to the cumulative impact. For example, an advertising space sales campaign might include a mailing to prospective advertisers supported by advertisements in trade publications and followed up by a salesperson's call. Each element would center around a theme featuring the major benefit of advertising in that publication.