What is a 'Marketing Campaign'

Marketing campaigns promote a product through different media, including television, radio, print and online platforms. Campaigns don't have to rely solely on advertising and can also include demonstrations, word of mouth and other interactive techniques. Businesses operating in highly competitive markets may initiate frequent marketing campaigns and devote significant resources to generating brand awareness and sales.

BREAKING DOWN 'Marketing Campaign'

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.

What Activities Are Part of a Marketing Campaign?

Marketing is all about reaching customers, and there are many ways to do that, from a simple postcard to a coordinated social-media blitz. Small companies can email invitations to a special sale and offer a free product to every customer who brings in the invitation. Larger companies can use paid advertising and professional agencies to reach a wider audience.

Whatever the size of the company, it's important that someone is dedicated to handling the influx of traffic a marketing campaign generates. If you are prompting customers to sign up for your email list, you must make sure that the list is managed well and that new customers receive welcoming messages. If visits to your website increase, you must continually update your content to convert this traffic to profitable sales.

What Are Some Examples of Successful Marketing Campaigns?

The long-running AFLAC duck campaign is one example of a campaign that significantly raised brand recognition. The company's brand-recognition rate was just 12% when it launched the campaign in 2000, and more than a decade of advertising boosted recognition to 90%.

Lay's launched its first "Do Us a Flavor" campaign in 2012, asking customers to suggest new potato-chip flavors through texts, Facebook and Twitter. The company's sales increased 12%, and its volume of Facebook followers tripled.

What Is an Example of a Marketing Campaign Designed to Reduce the Effect of Negative Publicity?

Companies that lose sales due to major negative press often use marketing campaigns to rehabilitate their images. One example is Chipotle Mexican Grill, which was investigated by the Centers for Disease Control and Prevention after dozens of customers became sick in 2015 from food safety issues related to E. coli and norovirus. Chipotle's sales dropped 30%, and to get customers back in the door, Chipotle offered coupons for free food via direct mail and texts. Chipotle also used online video to announce a $10 million grant to support local farmers.

  1. Marketing Plan

    A marketing plan is a business's operational document for advertising ...
  2. Advertising-To-Sales Ratio

    The advertising-to-sales ratio is a measurement of the effectiveness ...
  3. Promotional Budget

    A promotional budget is money set aside to promote a business' ...
  4. Comparative Advertising

    A marketing strategy in which a company shows how its product ...
  5. Direct Marketing

    A form of advertising in which physical marketing materials are ...
  6. Below The Line Advertising

    In general, an advertising strategy in which a product is promoted ...
Related Articles
  1. Investing

    Chipotle Reminds Customers It's 'Real' in TV Ad Push

    Chipotle’s shares received another boost on Monday after the company launched a nationwide ad campaign highlighting its reputation for healthier food.
  2. Small Business

    How to calculate the return on investment (ROI) of a marketing campaign

    Learn to make the most of your marketing spending. Know how to measure its results by calculating the return on investment (ROI) of a campaign.
  3. Investing

    Understanding Chipotle's Financials (CMG)

    Learn about Chipotle Mexican Grill and its financial statements, including metrics such as comparable sales, operating margin and returns.
  4. Investing

    Why Chipotle Stock Is Tanking

    Investors betting on a recovery at Chipotle were left disappointed after the company maintained its previous growth forecasts and revealed rising expenses.
  5. Insights

    Why Wall Street Won't Give Money to Trump's Campaign

    Due to SEC rules, asset managers can't give to a presidential ticket that includes Mike Pence without losing the Indiana pension fund's business.
  6. Investing

    Drug Industry Launches TV Ads to Repair Image

    Lobbyists have rolled out TV ads to repair the drug industry's damaged public image.
  7. Trading

    Why Is Chipotle So Successful & Popular? (CMG, MCD)

    Chipotle's emphasis on simplicity and high-quality ingredients have made the restaurant immensely popular among consumers and, in turn, investors.
  8. Insights

    Donald Trump’s Potemkin Campaign

    Trump doesn’t consult campaign roadmaps. It is not even clear he knows how to read one. Elevating Steve Bannon is just one more piece of evidence.
  9. Investing

    Chipotle Seems Ready to Move Beyond E. Coli (CMG)

    With the company's food cost ratio declining, which helped with the Q4 earnings beat, CMG stock -- despite the 32% one-month surge -- may yet be a bargain.
  10. Investing

    Analyzing Chipotle's Return on Equity (CMG)

    Learn about Chipotle's return on equity (ROE), read about restaurant closures and Chipotle's E.coli outbreak, and gain knowledge about the fast-casual food system.
  1. How do Internet companies profit if they give away their services for free?

    Learn how companies in the Internet sector make a profit when service, content and user applications are offered at no cost ... Read Answer >>
  2. What impact does brand equity have on profit margins?

    Learn how both positive and negative brand equity affects profit margins by influencing profit per customer, sales volume ... Read Answer >>
  3. What level of return on assets should an investor look for in the insurance sector?

    Learn why marketing is important to a company in the utilities sector, despite the fact it sells products and services in ... Read Answer >>
  4. How can investors influence the c-suite?

    Learn how investors can influence corporate management. Find out about methods that investors use to take control and some ... Read Answer >>
  5. How does Twitter make money?

    Learn how Twitter earns revenue, including how the social media company uses three targeted advertising streams, data farming ... Read Answer >>
  6. Is good customer service something to look for in a company in which I am considering ...

    Learn about the importance of customer service when deciding whether to invest in a stock. Good customer service can ensure ... Read Answer >>
Hot Definitions
  1. Standard Deviation

    A measure of the dispersion of a set of data from its mean, calculated as the square root of the variance. The more spread ...
  2. Entrepreneur

    An Entrepreneur is an individual who founds and runs a small business and assumes all the risk and reward of the venture. ...
  3. Money Market

    The money market is a segment of the financial market in which financial instruments with high liquidity and very short maturities ...
  4. Perfect Competition

    Pure or perfect competition is a theoretical market structure in which a number of criteria such as perfect information and ...
  5. Compound Interest

    Compound Interest is interest calculated on the initial principal and also on the accumulated interest of previous periods ...
  6. Income Statement

    A financial statement that measures a company's financial performance over a specific accounting period. Financial performance ...
Trading Center